While the majority of brands will focus on the festive element of holidays, Ikea decided to take a different path this year. See their latest ad that emphasizes being by yourself. With Swedish giant’s products that is.
The plot: although the running time of the ad is 60 seconds, there’s not much plotting here. It shows different people escaping the holiday madness into their “safe space”. For some it’s the bathroom, for others, it’s the bedroom, the kitchen, the closet, space under the bed, or the room with tools.
Our heroes have some kind of holiday party going on in their dwellings that they don’t want to be a part of. Or they want to give their guests 100% but just feel like a break should be taken.
What makes this Ikea ad shine is its reliability. The company doesn’t push its products or proclaim any supremacy. As the holiday-fatigued protagonists take a break, the price tags with iconic Swedish names appear in a simple white font. We know that the objects are from Ikea. It’s highly likely we have some of them at our homes too.
At least, this author has the Dalfred bar stool that the Santa-dressed man is sitting on.
There is something else, though. At the end of the video, parents take turns in using the bedroom as their safe space. As the woman closes the door the soundtrack becomes muted and we can almost feel the relief of escaping the holiday craze with our own senses. But it’s not the full rest, it’s a short break only. Once you open the door, the music starts playing loud and you will have to keep on entertaining guests and get back to your daily chores. Isn’t it the metaphor for our mundane lives masked as an Ikea ad?
Why we love it: Ikea’s power is in simplicity and uncoolness. This campaign heralded by the Canadian branch of the store is focused on mental well-being during the holiday season and that’s quite a tasteful theme if you ask us.
The soundtrack is great too. It’s Tiffany’s cover of “I Think We’re Alone Now” and the song fits perfectly.