Some of Ikea's strongest advertising in recent years has focused on the importance of home as a sanctuary and a family place "where life happens." Now the retailer is making another point: an inspiring home environment can help unlock your potential and shape who you become.
The retailer's newest spot for the Canadian market, via Rethink, begins with the narrator saying that Ikea sees another meaning to the phrase "Make yourself at home." It goes on to show three vignettes illustrating how home objects from Ikea inspire people creatively.
In one, an easel fitted with Ikea's "Mala drawing paper encourages a young girl into a career in creative design; in another, a Vatenkrasse watering can inspires a boy's lifelong love of gardening. And in the third, an older man uses a Ranarp work lamp to become a children's author, after spending time telling stories to his grandchildren. The spot ends with the words: "Make yourself. At home."
"We know through our extensive research and experience as a global leader in life at home that home is much more than the four walls of our spaces, it's a place that shapes who we are and who we can become," said Johanna Andrén, Head of Marketing, Ikea Canada, in a statement. "It was important for us to produce a campaign that is connected to more than just the functional aspects of Ikea. We wanted to connect to the emotional benefits that our brand and products inspire for the many Canadians."
The ad was directed by Patrick Daughters via Merchant, with the production involving building six unique rooms from scratch. It also features a diverse cast; Ikea stated that it was " overwhelmed by the response to our casting call inviting people of all backgrounds to audition, enabling us to remain true to our equality and diversity values."
"Creating beautiful, yet authentic and relatable rooms is synonymous with Ikea, though no easy feat," said Joel Holtby, creative director at Rethink Canada. "We're proud of the approachable details brought to life in the spot, but especially giving new meaning to a common expression like 'make yourself at home,' that only Ikea could authentically say."