Ikea: Ghosts by Mother

Ikea has launched a new integrated marketing campaign for Ireland and the UK, encouraging people to express their personality and style through home interiors by using Ikea textiles. The campaign uses the insight that while for many residents of Ireland and the UK our homes look the same, there is a desire to express ourselves through our interiors and be a ‘maverick with fabric’.

The campaign will launch in Irish press, broadcast TVC, cinema, digital and outdoor media, with additional TVC content optimised for social and mobile. The TVC will reach its peak with a 60-second film online and in cinemas along with a 60-second and 20-second on TV across Ireland and the UK from today, while also going live across print, digital and outdoor.

The advert, ‘Ghosts’, sees a gang of bright and bold spooks created out of stunning Ikea fabrics Gatecrash a dull party, hosted by ghosts made from plain white sheets in an equally plain and uninspiring suburban semi-detached house. The colourful new comers stand out among a sea of white sheets, and their arrival transforms the party from a ‘snooze-fest’ to a ‘fiesta of fun’, proving that if you dare to be a little different, things can get a whole lot more interesting.

Before long, all the ghosts are body-popping, black-flipping and head-banging away to a party anthem. However, the party comes to an end when the home owners arrive back unexpectedly. The quick thinking colourful ghosts collapse down into an array of bright Ikea textiles, leaving the once boring home now filled with beautiful textile items that reflect the personality of the home owners.