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Ad of the Day: cute Ikea robot conveys need for collective change in consumer behavior

Ikea has taken a leaf out of Pixar’s playbook for its latest #WonderfulEveryday commercial, an animated allegory for how even small actions can make a big difference when it comes to saving the planet.

Following the adventures of an anthropomorphic robot with more than a shade of Pixar’s Wall-E, the CGI-heavy piece shows how a little motivation can go a long way when it comes to protecting planet Earth.

Developed by Mother, ‘Change a bit for Good’ is centered on a one-minute television commercial in which the lovable droid’s efforts to improve the environment are beset by difficulties each step of the way.

Scenes depict the machine first attempting to collect discarded plastic bags, only to drop them when short-circuiting after falling into water. Trying a different tack, the plucky droid faces off against a delivery truck at an industrial plant, only to be splattered with mud.

This sense of despondency carries on to an oil spill when the robot sucks up a small quantity of the pollution, only to realize that this has barely scratched the surface of contamination.

Returning home, the advert ends on an upbeat note with scenes of the robot’s family all playing their part for the environment by reusing Ikea units and growing vegetables. Viewers are then encouraged to ‘Change a bit for Good’ themselves through simple acts, such as using reusable coffee cups, in the knowledge that collective action can surmount any challenge, no matter how daunting.

Kemi Anthony, Ikea’s marketing communications manager, said: “We’ve set the ambitious goal of becoming fully circular and climate positive by 2030. But it’s not just about how we do business, but also about wanting to inspire and support customers in taking action too.

“Many people still believe that more sustainable living is a choice only available to the privileged few, which doesn’t have to be the case. With this campaign, our aim is to democratize sustainability, demonstrating how easy it is to make very simple, affordable and meaningful changes.”

The campaign is supported by social, radio, display and out-of-home activities throughout the British Isles, the US and the Netherlands, and dovetails with a custom ‘Choices for Change Tracker’ that demonstrates how Ikea customers are doing their bit by participating in initiatives such as the retailer’s buy back scheme for unwanted furniture and dining on plant-based alternatives to its meatballs.

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