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The soulful hip hop track used on the ad is Sampa the Great’s ‘Final Form’, from the Zambian rapper’s debut album, The Return.Īre you suffering ‘consumer fatigue’ when it comes to sustainable living? IKEA’s eco and sustainability-themed ad from May 2021 will strike a chord with anyone who loved Pixar’s Wall-E.Ī determined droid, inspired by a billboard that says, ‘Defender Droids Save the Planet’, tries his best to make a difference in cleaning up the environment, travelling from a clogged-up canal to taking on a truck and then trying to tackle a huge oil slick on a beach.
It’s also an opportunity to really revel in the wonder and magic that endears people to the brand.’ Which of course exactly chimes with the retailer’s tagline, ‘The wonderful everyday’. It’s where we inspire people to think differently about the home, not just for different’s sake, but because of the big emotional benefits it can bring to their lives. The team told Campaign, ‘TV is where IKEA set out its strong point of view on everyday life at home and the importance it plays in everyday life. For instance, why just hang up on an unwanted work call when the bear could crush the phone to smithereens? That’s much more fun.’
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The Mother team then, ‘spent a lot of time crafting the moments of protection in the film and figuring out how to do them in a way that landed the idea but also felt really playful and charming. Hence the buff bear bouncers defending the family home. What makes you feel safe and secure when you’re a kid? Cuddling a teddy bear.
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That is, home should be a place where you feel safe, happy and protected, free from everyday life’s distractions. Mother said that the brief was to set out IKEA’s, ‘democratic mission: to make every home a haven’.
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Hence creating, ‘a brand new world of hyperbolic, surreal and cinematic renditions of life at home that demonstrated insight, yet brought more to people’s lives than simply holding up a mirror to everyday life.’Īka the ‘brawn bears’ ad, Mother London’s spot was voted by creative peers in the Thinkbox Academy as the best TV ad to debut in September/October 2021, and it was definitely one of our favourite ads of last year. The team hit on the idea that life isn’t about fleeting events, like a summer holiday, but the little, everyday things. Mother’s Strategy Director, Kieran Bradshaw, said that they faced two core challenges, ‘change the fortunes of the business (turn around declining sales growth/revenue/penetration) and give the brand a renewed sense of meaning – not just for consumers, but also for co-workers and stakeholders.’ IKEA made its UK debut in 1987 however, by 2013, sales growth had declined and they challenged Mother London to develop a communications strategy to revitalise the brand. This level of collaboration is key to our success.’ IKEA The Wonderful Everyday
We regularly ask Mother London’s advice on wider business decisions such as how we can position ourselves in the UK market or how we approach prices. It’s the same process with our creative and media agency partners. ‘If we work with a designer, we also work with the supplier to find the right set up to make sure their product is ethical, functional, beautiful and sustainable. We work with Mother London like we would work with a designer on a new piece of furniture there’s collaboration every step of the way. Therefore, we make sure all our agencies, from creative to media, develop things together. UK marketing boss Laurent Tiersen told Marketing Week that, ‘We prefer to invest in a long-term partnership and not keep hopping around. In an age where brands often chop and change agencies to get a fresh take, IKEA have forged a long-standing relationship with creative agency Mother London. Who do they trust to keep coming up with the goods? They’ve been running their delightful ‘The Wonderful Everyday’ spots since early 2014 and to celebrate the series, we’re taking a look at the best IKEA ads. The key elements that mark out the Swedish retailer’s campaigns are a combination of humour, playfulness and emotion, often – but not always – focusing in on families having fun together, and how your home is a big part of that (especially relevant after the last couple of years). Photo Credit: When it comes to eye-catching, memorable ads, IKEA’s are some of our favourites.
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