By Amy Houston, Senior Reporter

October 2, 2023 | 4 min read

The Swedish retailer is stepping away from the picture-perfect catalog promo this time.

In ‘Life is Not an Ikea Catalog,’ Ikea moves away from showcasing new products in its traditional, inspirational way. Instead, viewers see furniture being peed and vomited on. Plus there’s also a rogue teenager who has decided to throw a party while his parents are out, resulting in a total mess.

The spots signify that Ikea’s products are designed for life’s big and small challenges.

Annika Mørch Asté, head of marketing communication at Ikea Norway, said: “Ikea products are made to let you handle the everyday because we believe that both furniture and your home are meant to be used. Sure, it’s a bit rough to see our products on TV covered in vomit and dog pee. But life isn’t always neat and tidy, so we think it’s great that the campaign can reflect just that.”

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Agency: Try

Creative team: Caroline Riis, Eirik Sørensen

Consultant: Trond Sandø

Project manager: Marte Heiersted

Designer: Mats Mæland

Production Agency: Pravda

Director : Morten Borgestad

DoP: Jon Gaute Espevold

Producer : Mette Waaberg

Edit: Henrik Berge

Online: Haavard Albertsen

Grade: Julien Alary

Sound: Preben Grieg-Halvorsen

Music production: Ohology

Music supervisor: Jenny Aubert

Composers: Thomas Sagbråten, Bjarne Gustavsen

Vocals: Hanna Jârver

Ikea Norway

Country marketing manager: Celin Kjenslie

Head of marketing communication: Annika Mørch Asté

Marketing communication specialist: Kristin Berge Jahr

Integrated Media Manager: Åse-Marit Christensen

Creative Creative Works Ikea

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