Magazine article Marketing

ADWATCH: IKEA Takes a Quirky Approach to Highlight 'Better Living'. the New IKEA Ads Aim to Show Consumers How to Make Best Use of Space in Their Home

Magazine article Marketing

ADWATCH: IKEA Takes a Quirky Approach to Highlight 'Better Living'. the New IKEA Ads Aim to Show Consumers How to Make Best Use of Space in Their Home

Article excerpt

IKEA has returned to TV with a quirky campaign that aims to move perception of the brand from 'furniture provider' to 'better-living provider'.

Its ad, entitled 'Indoor Garden', has entered this week's Adwatch at number 12, with 48% recall. Created in-house, the 20-second execution depicts a woman who has transformed her city apartment into an indoor garden. She is seen inside the flat, lounging and reading a book to the sounds of birds and bees. In a wacky touch, she reveals an expanding tongue and sucks in a fly. The strapline is 'It's time to live unlimited'.

Three other ads in the campaign also show a variety of ways that consumers can use space.

This is the first TV work since the Swedish retailer parted company with St Luke's and decided to take advertising in-house last year. St Luke's ads for the brand became famous for straplines such as 'Chuck out the chintz'.

The new ads aim to encourage people to look at their homes in a different way and show them that one space can perform many different functions, says Frances Evans, brand communication manager at IKEA. …

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