Ikea wants to help adults embrace their inner-child with fantasy filled campaign
Ikea has released the latest instalment in its ‘The Wonderful Everyday’ campaign with a fantasy filled ad which tapps into the trend of adults embracing child-play to reduce stress.
Encouraging parents to ‘Come Home to Play’, the spot sees a group of fantasy friends – a bat, an eagle and a robot – strolling along a path before taking to the air and landing in a family lounge where two children are dressed as a bat and an eagle playing with their father, who is eagerly joining in as a robot.
Ikea wants to communicate a sense of returning to and re-learning play, focusing on the home and intergenerational play between parents and their children.
“Research has shown that play is vital for children’s development, but it’s also been shown to be beneficial for adults, helping relieve stress and develop creative problem solving skills,” said Peter Wright, Ikea’s UK and Ireland marketing manager. “We want to inspire people in the importance of making play part of their everyday lives at home.”
It will launch with a 60-second TVC across the UK and Ireland on 7 November before outdoor executions go live between 21 November to 26 December, all supported by CRM and social.
The TV, print, outdoor and social content has been developed by Mother while the social and print activity has been planned and implemented by the Dentsu Aegis agencies Vizeum and Isobar.