Stay in and reconnect with your home, says Ikea's new ad from Spain

Ikea is encouraging people to enjoy their homes while staying in during the lockdown period, in a campaign from McCann in Spain.

The ad is titled #YoMeQuedoEnCasa (I Stay Home) and encourages people to view their homes from a new perspective, rather than feeling trapped by having to stay indoors. As if the house were the narrator, the text on screen reminds viewers that their home is  the place where their kids have grown up, where they have celebrated good news, and "taken refuge from the bad." The home invites the viewer to "feel me...smell me..." and wonders if it's a good opportunity to rearrange the furniture.

The footage in the ad was adapted by McCann Madrid, using a 2017 global Ikea spot from ACNE titled "Make Room for Life."

The Spanish effort comes as Ikea is also encouraging people to "stay home" in other parts of the world. A social media post by Ikea Israel took the form of one of the company's instruction manuals for furniture, except with the words “Stay Home” above a picture of a house together with a key, a lock and 100 rolls of toilet paper.