The beautiful Ikea advert and the importance of play in children
Actress Janelle Monáe voices the campaign
Ikea’s advert celebrates International Play Day with this campaign dedicated to the importance of play in children.
When we talk about the future, we inevitably think about the latest news offered by brands like Apple, Tesla, Space X or ChatGPT. We believe that virtual reality helmets, electric cars, reusable rockets or artificial intelligence mark the future that we all hope for.
But in its latest campaign, Ikea dares to question everything to make us see that the future is not ours, but rather that of the children who are growing and the generations to come. This is what he shows us in his latest campaign, a beautiful plea for the future and happiness.
Ikea – Play Report 2024
Ikea’s advert shows the results of the IKEA Play Report 2024, carried out by the consulting firm Future Minds. This report collects the conclusions about the game through interviews that have been carried out with 7,000 children from different countries.
The piece is a speech made by actress Janelle Monáe, one of the most sought-after actresses by brands. It has been written by Linus Karlsson, chief creative officer of marketing and product at the Swedish multinational. In it he explains to us what the future is, while we see a person with virtual reality headsets. Little by little he explains to us that the future is not us or what will come, but that the future is the children who are growing and their way of interacting with the world.
According to Linus Karlsson, in a statement: “There is definitely a friendly nudge to the Elon Musks, Googles and Apples of the world in the opening scene of the ad. And while many people believe that technology defines our common future, the truth is that it does not. “It does. Those crawling on the ground in front of us actually define our future. And for this reason children are the most important people in the world.”
For her part, Emma Dafnäs, range strategy & identify manager at IKEA: “At IKEA we strive to be the place where people go to turn their homes into spaces where children can play freely. The home is the place where everything happens , which means that it must be able to accommodate the needs of all its members. Play plays a central role at IKEA and we are firmly committed to developing products and solutions to make homes more adapted to the needs of play.”
Watch | YouTube
