Magazine article Marketing

Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from IKEA

Magazine article Marketing

Marketing Promotion: The Thinkboxes Awards for TV Ad Creativity - Pure TV Brilliance from IKEA

Article excerpt

Winner for September/October 2012.

Furniture retailer IKEA wanted to demonstrate its understanding of the challenges people face every day in their homes, and its ability to provide practical solutions and inspiration.

Its 'Playin' with my friends' 30- and 60-second spots explore the idea that adults and children behave better when they sit around a table together, rather than separately.

The ad, featuring music by the band Masters in France, unfolds from the perspective of a young girl, and shows IKEA products that allow children to cook, dine and interact with adults.

Peter Wright, marketing manager, UK and Ireland, IKEA, says the ad has generated a lot of positive feedback from customers.

'The campaign is designed to start from the customer's point of view, talking about activities in the home,' he explains. 'In this ad, we wanted to talk about entertaining, that children (and adults) behave better when seated together, and that IKEA has many solutions to help make this possible.'

Seeing this from the child's viewpoint adds a little 'twinkle in the eye', according to Wright, and 'hopefully cuts through at this busy time of year'. …

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