Ikea is joining the U.K. "Christmas Bowl" this year with its first ever holiday spot for the U.K. and Ireland. And rather than taking the familiar feel-good route, it seems this one's designed to make you feel, well, horrible.
The film, created by Mother London and directed by MJZ's Tom Kuntz (of Old Spice ad fame), centers on the idea of a couple's "home shame" over the possibility of inviting guests around for dinner. It starts with the woman receiving a text from friends suggesting dinner at their apartment. As she thinks about it, the ornaments in the apartment suddenly start taunting them, in grime-style rap, about the state of their decor. The original track, voiced by rapper MC D Double E, contains some hilarious lyrics, voiced by china figurines, a teapot, a lucky cat, a toy dinosaur and more. Eventually, the family takes action and starts to spruce up their apartment with items from Ikea.
“Our first IKEA Christmas advert focuses on the phenomenon of ‘home shame’—encouraging people to overcome the negative voices in their head holding them back from open up their homes," said UK and Ireland County Marketing Manager, Sarah Green in a statement. "It was born from the common feeling, that along with the seasonal joys, a lot of us feel a looming sense of dread when it comes to hosting others with many of us feel ashamed of our homes over the Christmas period."
“We believe that every home can and should be worthy of a get-together and that with a little imagination, some clever products and ideas, there’s no reason not to be proud to invite your nearest and dearest over. This campaign aims to inspire us all to get our homes party-ready and ‘Silence the Critics’, once and for all.”
The campaign also includes out-of-home, press and bespoke social content that features three films showing how to tackle potential home shame with simple changes using handy tips and Ikea products. The retailer is also hosting a series of in-store events showing customers how easy it is to get their home party-ready, from virtual reality makeovers to "Christmas Treetorials" and hosting hacks.