Ad of the Day: Ikea literally spills guts in brutally honest campaign
The Swedish retailer is stepping away from the picture-perfect catalog promo this time.
In ‘Life is Not an Ikea Catalog,’ Ikea moves away from showcasing new products in its traditional, inspirational way. Instead, viewers see furniture being peed and vomited on. Plus there’s also a rogue teenager who has decided to throw a party while his parents are out, resulting in a total mess.
The spots signify that Ikea’s products are designed for life’s big and small challenges.
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Annika Mørch Asté, head of marketing communication at Ikea Norway, said: “Ikea products are made to let you handle the everyday because we believe that both furniture and your home are meant to be used. Sure, it’s a bit rough to see our products on TV covered in vomit and dog pee. But life isn’t always neat and tidy, so we think it’s great that the campaign can reflect just that.”
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Credits
Agency: Try
Creative team: Caroline Riis, Eirik Sørensen
Consultant: Trond Sandø
Project manager: Marte Heiersted
Designer: Mats Mæland
Production Agency: Pravda
Director : Morten Borgestad
DoP: Jon Gaute Espevold
Producer : Mette Waaberg
Edit: Henrik Berge
Online: Haavard Albertsen
Grade: Julien Alary
Sound: Preben Grieg-Halvorsen
Music production: Ohology
Music supervisor: Jenny Aubert
Composers: Thomas Sagbråten, Bjarne Gustavsen
Vocals: Hanna Jârver
Ikea Norway
Country marketing manager: Celin Kjenslie
Head of marketing communication: Annika Mørch Asté
Marketing communication specialist: Kristin Berge Jahr
Integrated Media Manager: Åse-Marit Christensen