The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Wonderful Everyday Latest Ads Creative Works

Ad of the Day: Ikea continues emotive ‘Wonderful Everyday’ push by focusing on the joy of cooking

Author

By Rebecca Stewart, Trends Editor

July 7, 2016 | 2 min read

Ikea wants to celebrate how cooking together helps us make more than just food in our Ad of the Day.

Continuing its longstanding ‘Wonderful Everyday’ positioning, the brand has launched a TV campaign capturing the comical and slightly awkward kitchen escapades of a grandfather and his granddaughter.

Left to his own devices for the day with the sole job of feeding his grandchild, the spot was created by Mother London and sees the duo stumble around the kitchen trying to cook lunch together. After using a string of unsuitable kitchen utensils, think stirring with a whisk, they laugh about the mess they’ve made. The grandad later finds a pre-prepared lunch in the fridge, but decides to forgo it in favour of the meal they’ve cooked together.

The minute-long campaign will run on TV, in cinemas and across social before going live across print, digital and outdoor later this month.

Discussing the campaign, Laurent Tiersen, Ikea’s recently-appointed UK and Ireland marketing manager said: “Food is ever more prevalent in today’s culture – we’re obsessed with taking pictures of food, watching cooking shows about food and even reading about food.

“And yet, research indicates that there is a large amount of people who cook and eat most meals alone. We see food and cooking as an activity to bring people together and take ourselves less seriously to bring a bit of joy to our everyday lives.”

Ikea: advert-body-1 by Mother London

By Ikea

Overall Rating 4/5

Vote now

To keep up to date with the latest advertising, design and creative projects visit our Creative Works homepage.

Wonderful Everyday Latest Ads Creative Works

More from Wonderful Everyday

View all

Trending

Industry insights

View all
Add your own content +