Ikea is tapping the American Dream for its new U.S. campaign. The 73-year-old furniture retailer will unveil "We Help You Make It," an effort boasting TV and print ads, on Monday. In a 60-second spot, which will also run in a 30-second version, the American arm of the Swedish chain highlights the functionality of its goods for all aspects of modern living, including green diets and parenting in tiny spaces. "At Ikea, we believe that everything, from your lamp to your couch, should work as hard as you do," a voiceover says. The spot, which will also run in a Spanish version, ends by planting a blue flag that reads, "Make the dream yours."
Earlier this month, Ikea US commissioned a market research report by the Economist Intelligence Unit to look at the American Dream and how ages, ethnicities and incomes think of success in today's world. The report found that experiences matter more than tangible goods to American consumers, and Ikea incorporated its findings into the new campaign by highlighting how the home is part of the experience.
"People are defining success more on their own terms, it's not about collecting more material possessions, it's about the special times with family and friends—the time spent in the home making memories together," said Christine Whitehawk, external communications manager at Ikea US. "That's at the crux of what we're doing."
She noted that it's been about two years since Ikea U.S. last ran a major campaign, which focused more on the home life.
Ikea, which has 42 U.S. locations, worked with Ogilvy on the campaign; MEC handled media duties and Ketchum and Apco worked on PR. Print ads will run in InStyle Magazine's "Home and Design" issue this fall. Ikea is also pushing out a digital effort including ads on its own social channels.
"We've developed a comprehensive communications platform to start repositioning the brand at a time when U.S. consumers could use a brand like Ikea more than ever," explained Della Mathew, creative director, Ogilvy NY. "Using simple twists on classic American Dream tropes and a joyful music track that juxtaposes the seriousness of the message, we celebrate how every kind of American can make the dream their own with Ikea on their side."
Ikea, which in July consolidated its $444 million global media business with WPP and Dentsu Aegis Group, spent $80.2 million on measured media in the U.S. last year, according to Kantar Media.