The Ikea campaign is fun short films about everyday life: “Designed for life”
The McCann agency has been in charge of the advertising campaign
The Ikea campaign shows us a series of short films that capture intimate and fun moments of families.
If there is something really difficult to achieve in advertising, it is to represent everyday life and family routines. Creatives tend to think big, as it is much easier to reach a wider audience. But when a campaign manages to capture the daily lives of many families, it is usually more effective.
This is the case of the latest Ikea campaigns such as “Proudly the Second Best” or “Life is not an Ikea catalogue”, chosen as one of the best campaigns of 2023. Now they have made a series of short films that capture the day-to-day life of many families, and they have done it with a trademark tone of humor.
Ikea Commercials | Designed for Life
“Designed for Life” is the title of the Ikea campaign created by McCann and produced by POV. The idea is to recreate those intimate moments that we experience at home; and like a dining table can become a goal, a jar of flowers into a fish tank or a sofa into a fortress.
To do this, they have created eight 20-second short films with different moments that we have all experienced at home. Ikea’s campaign is very reminiscent of the acclaimed “Proudly the Second Best” campaign. In this we saw Ikea objects that, despite being created for one purpose, in the end, serve another.
Thus, the shorts represent, for example, how a jar of flowers can become a fish tank, a bed can become a cave to play in, a baby bed can become a place to rest for a moment, a dressing table can become a hairdresser’s to comb dad’s hair, a table as a soccer goal, a mattress for ironing things, a stool for waiting or a crib as a storage room.
Small moments that are created in everyday life and that have been captured perfectly in the latest Ikea campaign. According to the brand, in a statement: “We don’t just design furniture; we create items for real life moments. With this idea in mind, we created a series of short films that capture those intimate moments in which IKEA furniture transcends its everyday purpose. and become part of our precious memories. IKEA, Designed for life.”
Watch | YouTube
