Digital
Transformation
Festival


16 March - 24 April 2020

Our online festival is underway with a packed programme of interviews and panels. Featuring talks from the industry’s biggest brands and most innovative individuals, this event explores what digital transformation really means for marketing.

Coming Up
6 Apr 09:00 GMT / 05:00 EST

Reimagining women’s sport…what do we need to do to change the game?

FEATURING
Tom Corbett
Group Head of Sponsorships and Media at Barclays
Eniola Aluko
Sporting Director at Aston Villa W.F.C
Gabi Mostert
Creative Director at Iris
Rebecca Stewart
Senior Reporter at The Drum

Ads We Like: Ikea displays its furniture in the living rooms of Friends and The Simpsons

The Simpsons living room is one of the sets to come to life

Ikea has recreated three iconic TV living room sets in order to capture the cultural imaginations of consumers in the United Arab Emirates (UAE).

In the US and UK, Ikea is a retail novelty: many shoppers spend hours lounging in its various homeware settings, playing make believe and indulging in some Swedish meatballs and mashed potatoes. But gaining relevance in the UAE has been slightly more difficult.

As a result, the brand enlisted Publicis Spain to create a set of three displays, modeled after the the living rooms of cult classics ‘The Simpsons,’ ‘Friends’ and ‘Stranger Things’. The print ads comprise actual furniture from the store’s inventory, which was modelled and edited using 3D software for a hyper-realistic aesthetic.

The campaign shows you can buy Monica Geller’s coffee table – or ‘Lack’ – for just $95, or a set of Joyce Byers’s candles – ‘Fenomen’ – for $29.

The project, named ‘Real Life Series,’ will come to life on Ikea’s social media channels and catalogues, and even appear in experiential form across stores in the Middle East.

The brand has also launched a website that offers decorating inspiration so that customers can source the exact iconic pieces they’re looking for, such as Lattjo, which doubles as the rug found in the Simpsons’ living room.

With the tagline, ‘For Real Families,’ the initiative aims to highlight the range of Ikea’s products among the UAE’s diverse expat population by familiarizing its catalogue with already familiar settings. It is looking to prove it can provide “relevant solutions to all cultures,” according to the brand’s press release.

"The Ikea team worked closely with the creatives for months,” said Vinod Jayan, the managing director for Ikea UAE, Qatar, Egypt and Oman. “They went through hundreds of items to find the perfect pieces that would bring those iconic rooms … a true testament of what Ikea represents: a place where everyone can bring whatever idea they see or have to life."

Overall Rating
4/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.