The six step-guide of IKEA commercials
Enzo’s Monday Motion #186: From the BILYY shelf to the VÄDDÖ chair. There’s nothing you can’t buy at IKEA. Here’s a six-step guide through their extreme variety of commercials.
Kåma Sutra
Swedish love is not one single position, but a wide variety. Check out their ultimate guide to bedroom satisfaction…
The strongest point of the commercial is most definitely the concept and copy. Still kudos for the nice illustrations and scene transitions. I guess it went a bit too far the embed their manual character displaying all the steps and positions. It would also shift the balance in the wrong direction. Humor and product placement are now in perfect harmony. Concept by Ogilvy.
Beauty sleep
Make room for your dreams.
The center of living is in the living room. IKEA serves its audience well with its multi-purpose furniture. From a short beauty sleep to playtime, smartly embedded in the dream. Concept by DDB Brussels, directed by Joe Vanhoutteghem and produced by Czar.
Bedroom Habitats
In the jungle of the bedroom, night creatures fight for their territory.
Whatever David Attenborough claims, sounds like an instant fact. His soothing voice ties the two institutions IKEA and National Geographic together like Tarzan and Jane. Another great angle by Ogilvy that leads to a trip to that giant blue building.
Music to my ears
Let’s leave the bedroom and put on some tunes!
The Swedes aren’t the first using the medium of the music video. Heck, even their relatives at Volvo used this technique before. The catchy tune is a feast to my ears, while they subliminally sell their products at the same time. Music by English indie pop band Teleman, produced by Mother London.
Help me, help you
IKEA tackles its weekness with these new services.
Mother London created these four mini spots especially for IKEA’s social channels. The concept is great, but the style is a bit off-brand, making it hard to recognise. Hopefully the animations are interesting enough to keep the younger target audience interesting until the end message.
Second life
Ikea aims to become a fully circular business by 2030. Besides the production, they include repair, recycling, and reuse. Canada kicked off with a campaign that already gathered 23,000 submissions.
The brand takes responsibility and rethinks its ecological footprint. This is not only good for the environment, but also for their sales in the long run. Concept by Rethink, directed by Mark Zibert and VFX by House:A52.
Last Week
Put on your gear and get your blood pumping with this set of animated athletes!
Enzo Greco is Motion Director at Born05.
