Ikea Canada unveils touching spot that explores modern social issues

A young girl recites the words of Louis Armstrong’s ‘Wonderful World’ in a touching spot out of Ikea Canada.

The 90-second ad was created by Canadian agency Rethink, which was recently named Ikea Canada’s agency of record. The account was previously handled by Leo Burnett Canada.

In the spot, the words and melody of ‘Wonderful World’ are paired with an array of scenes that show what a diverse, accepting world looks like. For instance, at one point a teenage girl is shown putting a corsage full of red roses on another girl as the two prepare to go to a school dance together. Later in the spot, a little boy is seen painting his nails with his mom. The spot also shows a woman breastfeeding while chatting with friends, a man helping his elderly father shave, and a refugee family.

"We can all have the beautiful kind of world we want. We can all have the beautiful kind of home we want,” a voiceover states at the end of the video.

Ikea’s brand campaign comes as the company sets its sights on expanding throughout Canada. The home-furnishing retailer currently has 12 locations in the country, but plans to double that number by 2025.

IKEA: Wonderful World by Rethink

Added 12 September 2017
Agency: Rethink
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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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