A flock of t-shirts migrate home in Ikea’s latest ad
Ikea’s latest installment in ‘The Wonderful Everyday’ campaign has seen a flock of t-shirts migrate home to a wardrobe as the brand continues to try and make consumers think differently about their homes.
The 60-second ‘Joy of Storage’ spot is set to launch on 10 January across the UK and Ireland before print, digital and outdoor executions go live in the following weeks.
The out-of-home (OOH) creative features suggested storage solutions situated close to the things people love to store. For example, ads promoting bookcases will appear in sites near book shops. Similarly, online shoppers that regularly visiting fashion sites will be served ads featuring an Ikea wardrobe.
Peter Wright, Ikea UK and Ireland marketing manager, explained that the brand wants to move people’s thoughts away from seeing storage as simply a functional part of the home.
“Whether you have a detached house in the country or a one-bed flat in town, we know that there is joy and satisfaction in giving the things you love a home, whatever your storage needs are.
“The Joy of Storage is about the time saved and the stress reduced when you have things easily to hand, stored out of sight, or the freedom you get when things are in order.”
The ad, created by Mother, follows on from Ikea’s rotating kitchen spot which launched last April.