Ikea has taken a leaf out of John Lewis' book for the latest iteration of its 'Wonderful Everyday' campaign, which aims to get people thinking differently about the way they live at home.
The Swedish retailer's new film tells a more emotive story than it's award-winning preceders, posing the question: 'What if the big things are really the little things?'
Depicting the memories of one couple’s time together, the spot features an elderly woman looking back over a photo album showing a lifetime spent with her husband. Created by longstanding agency, Mother London, the ad juxtaposes several of the pair's seemingly ordinary moments with much grander scenes set to 'You and Me' by Penny and the Quarters.
Along the way, she is shown driving a Grand Prix as he cheers her on, the pair are seen winning the mixed doubles of a glam slam tennis tournament, and they are shown building a log cabin with their bare hands.
The video then cuts to back to the photo album and it becomes clear that the photos differ from the previous scenes – instead of a Grand Prix, she was learning to drive their first car, the tennis tournament was a family game, and the log cabin was a book shelf. A voiceover then implores viewers to 'enjoy the little things in life,' revealing that the spectacular scenes were actually just 'normal' occurrences.
Calling the campaign a "new emotional direction for IKEA," the brand's UK and Ireland marketing manager Laurent Tiersen said: "In this film we want to bring to life the sentiment of the 'Wonderful Everyday' through the eyes of someone who has lived a long and fulfilling life made up of small personal moments that add wonder to our everyday lives at home."
This really is a celebration of how the little things are the big things. We firmly believe that this is one of the most inspirational and affecting ad campaigns we have launched to date," he added.
The campaign will feature a 90, 60, and 20-second TV spots, as well as CRM, PR, outdoor and digital execution.