Ikea takes a diverse look at the holidays in new campaign

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Like its Canadian counterpart, Ikea U.S. is highlighting diversity in its marketing. In a new 30-second holiday spot, the furniture brand showcases various families that are diverse in both age and ethnicities. "Our holidays don't all look the same—maybe that's what makes us great," a voiceover says.

"Ikea knows the importance of life at home and that the holidays look and feel different for everyone," said Christine Whitehawk, external communications manager at Ikea U.S., in a statement. The company has four-dozen stores in the U.S.

Ikea worked with Ogilvy New York on the holiday push on creative, and tapped Sweetshop for production.

"Our goal was to tell this in a very real and empathetic way that was a natural fit for IKEA's values and their role in helping every home be the heart of everyone's best holiday memories," said Ogilvy Group Creative Director Della Mathew in a statement.

Last year, Ikea Canada ran a spot that also showcased a diverse group of individuals, including a refugee family and two women attending prom together.

In August, Ikea said it would be mailing out fewer catalogs in an effort to be more relevant and sustainable. The chain mailed roughly 50 percent fewer catalogs this year, and has redirected such money into new marketing campaigns. Earlier this month, the company committed to more sustainability goals, promising it will use all recyclable and renewable materials in its products by 2030.

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