Ikea's anti-homophobia ad paints a welcoming portrait of 'home'
Retailer created the film for International Day Against Homophobia, Transphobia and Biphobia
May 19, 2020
Ikea has had a lot to say about what "home" means in recent years, in particular with its "Where Life Happens" ad series in Scandinavia, which has highlighted bittersweet moments from 21st-century family life. Now, a new effort from the retailer's corporate owners Ingka Group looks at "home" in a different light, in a film made to mark this year's International Day Against Homophobia, Transphobia and Biphobia (May 17).
The one-minute video, by We Are Social Milan, aims to make the point that for many LGBT+ people, discrimination is still part of daily life and a feeling of isolation can even extend to their own homes. In the ad, we see footage of all kinds of people inside their homes, as the words on screen remind us that "home" should be somewhere we people feel safe and accepted. It ends with the hashtag #BeSomeonesHome and the message: "Let's make people of all sexual orientations and gender identities feel at home everywhere." While not coronavirus-themed, the campaign may still strike a chord with people confined to their homes during quarantine.
Ingka Group's aim is to invite co-workers and customers to make the LGBT+ community feel at home and welcome in its stores. The hero ad, running on Ikea social channels across 25 of the 30 markets in which it operates, will be accompanied by influencer activity that will see people share their own personal experiences and the struggles they’ve faced.