Home becomes a playground for stressed adults in Ikea's latest campaign

U.K. spot from Mother highlights the positive impact of play for all ages

Published On
Apr 18, 2022

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In the past few months we've seen Lego deliberately targeting frustrated adults with ads about play, and now Ikea is going down a similar route, highlighting the positive impact of play for grown-ups in the home.

Its latest campaign, via Mother London, includes a TV spot in which a stressed out work-from-home mother unwinds by using some of Ikea's playroom furnishings to relax -- whether it's turning Ikea's Ronninge dining table into an impromptu ping pong court or bouncing on the retailer's Hemmahos hopscotch mat.

The trippy ad, directed by Alaska from Iconoclast, takes the woman away from the stress of emails and work calls into a somewhat surreal journey that also includes running through a tunnel of Plufsig playmats illumimated by Ledberg lights. It ends with the woman, her partner and child settling down to watch a movie projeccted on a sheet in an impromptu home cinema. 

The ad will appear on TV and in cinema, as well as featuring on radio, a selection of podcasts and digital media in the U.K. and Ireland. Ikea will also support the campaign with bookable in-store activities for families across the U.K.

According to Kemi Anthony, marketing communications manager at Ikea, the brand wants to encourage as many people as possible to discover the benefits of play and see for themselves how it can help to improve everyday life at home.

“We understand the importance of play on our wellbeing," said Anthony, in a statement. "t's not just for kids, but adults too. All too often, life can get on top of us and we forget that making time for fun can help. When we think about unwinding or mindfulness, our thoughts usually turn to activities like yoga or meditation. But research shows that the more surprising and arguably, more effective way to achieve these things, could be through play. The host of benefits range from stress relief, to improved relationships and increased creativity.