A meteor of waste hurtles toward the earth in Ikea's environmentally-conscious ad
Tom Kuntz directs spot by Mother focusing on small ways we can save the planet
Jan 04, 2021
Ikea continues its focus on sustainability and the environment in 2021, kicking the year off with a new global campaign that demonstrates the small ways in which we can contribute to saving the planet.
It includes a spot created by Mother London and directed by MJZ's Tom Kuntz, in which a meteor made up of a pieces of junk, garbage and waste hurtles towards earth. In the face of grim news reports warning us that "time is running out," a little girl switches on a cassette tape to play an uplifting track, ("Making it Better" by The Barons) and we see different people making small efforts, each of which help to disintegrate the meteor. These include using food storage jars and reusable cups; replacing filament bulbs with LED; not using the tumble dryer for everything; upcycling furniture, or simply something as small as putting a plastic bottle in the recycle bin. The tagline is "fortune favors the frugal."
The campaign will run as TV, cinema and online in the U.K. and Ireland, and will be accompanied by an outdoor push, featuring more examples of small ways to save the planet, with executions running in key Ikea markets such as the U.S. and the Netherlands.