The iPhone 8 officially hits shelves today (22 September) and Ikea is piggybacking on the hype to relaunch its range of wireless charging products with a tongue-in-cheek campaign – 'This Charges Everything'.
The sleek initiative from the the Swedish brand plays on the fact the latest iPhone launch supports wireless charging.
The drive comprises a video and a series of images, all of which pastiche Apple's famous 'This Changes Everything' and 'Think Different' iPhone ads to promote Ikea's wireless lamps and side tables.
Ikea isn't afraid of creating playful, reactive marketing on the back of buzzworthy events. Earlier this year it took to Instagram to make light of HBO's admission it used Ikea's faux fur rugs to make official Game of Thrones costumes.
The latest campaign was created by Acne and will be running across Ikea's social channels, with the brand's global marketing and communications manager Jeroen Hubert saying: "One of the main advantages of being a brand in the 21st century are the opportunities given to us by digital and social media; how we can react and take part of ongoing happenings around the world, and create forums for discussion."
Last month, Ikea ran a series of sensory ads online with the aim of putting customers to sleep in order to showcase the relaxing benefits of its homeware.