A new home can be unwelcoming to its owners until they've added their own personal touches. That's the message from the latest spot by Ikea in its long-running "Wonderful Everyday" series from the U.K.
In a fun spot that's creepily suitable for Halloween month, we see a family moving in to their new apartment. But, the house isn't theirs yet, and it's suspicious; the doormat changes from saying "Welcome" to asking "Who’s this?’ and a portrait of a woman in the hallway rolls its eyes. The daughter discovers some poltergeist-type activity going on in her bedroom with a moving lamp, and there also appear to be some gremlin-like creatures inhabiting the place.
But as the family continues to unpack, placing pieces that represent themselves around the home, eventually the house welcomes them. The gremlins, the haunted lamp and even the disapproving portrait lady become helpful, enabling everyone to feel at home. As usual with this campaign, Ikea products and prices are highlighted throughout.
The spot, by Mother London, was directed by Nick Gordon at Somesuch. It's running across the U.K. and Ireland on TV, video-on-demand and digital media, as well as in cinemas and in-store. As part of the campaign, Ikea is also running a content series across social media, co-hosted by a psychologist and an Ikea representative. Each of three episodes will feature different stories of people looking to make their homes feel more like them.
"Where we live is part of who we are, so having a home that reflects our identity really matters," said Kemi Anthony, cluster marketing communications manager at Ikea, in a statement. "We want to showcase the different ways Ikea can help make home your own, from small touches to bigger revamps. There are products that cater to all personalities and styles. Our range is at the heart of this campaign and demonstrates that we design with the needs of real people in mind, no matter what their budget.”