Ikea’s spooky Halloween ads shine a light on kids’ bedroom fears

Ogilvy’s campaign for Al-Futtaim Ikea looks for monsters under the bed—and anywhere else they might be lurking

Published On
Oct 23, 2023
A lamp illuminating the space under a child's bed

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Bedroom curtains blowing in the wind creeped me out as a kid, thanks to a too-young viewing of “The Exorcist.” But that spooky image, and several others, get defanged in an Ikea campaign for Halloween reassuring children that the chain’s furniture comes totally monster-free.

Three films below, created by Ogilvy, start off creepy but soon dispel any notions of horror—giving kids peace of mind, much as parents can expect to sidestep any horror stories when choosing Ikea for their home furnishings.


Ogilvy U.K. and Germany created the campaign for Al-Futtaim Ikea, which includes the markets of Egypt, the UAE and Qatar. 

“Our newest Halloween campaign is deeply personal to me as a parent, and I believe it will not only resonate with families in the Middle East, but also worldwide,” said Carla Klumpenaar, general manager, marketing, communication, HF and retail design at Al-Futtaim Ikea. “Beyond providing well-designed, functional home furnishing products and solutions, we're offering peace of mind to parents. Let's say goodbye to monsters together with Ikea.”  

The campaigns includes the print/digital executions below.

Ikea print ad shining a light under a kid's bed

Ikea print ad shining a light inside a kid's wardrobe

Ikea print ad shining a light behind a kid's flowing curtains


Oct 23, 2023
Client :
Agency :
Agency :
General Manager Marketing Communication HF and Retail Design :
Carla Klumpenaar
Regional Marketing Manager :
Dina Al Sahhar
Regional Marketing Campaign PR Leader :
Binita Roychowdhury
Country Marketing Manager :
Enjy Zaher
Regional Digital Marketing Leader :
Nour Safieh
Regional Marketing PR & Campaign Management :
Houda Sfar
Chief Creative Officer :
Dr. Stephan Vogel
Chief Creative Officer :
Dora Osinde
Global Executive Creative Director :
Daniel Fisher
Global Creative Director :
Juliana Paracencio
Executive Creative Director :
Felipe Galiano
Executive Creative Director :
Matt Longstaff
Senior Copywriter :
Rafael Quintal
Senior Art Director :
Cheryl Lee
Senior Designer :
Laurence Blake
Senior Arabic Writer :
Karim Sherif
Client Service Director :
Melina Boelen
Post Production EP :
Meike Sinemus
Video Editor :
Dominik Bull
Production Company :
Flying Eye Studio
Director :
Marcello Amora
Music :
Music Supervisor :
Wonder Bettin
Music Supervisor :
Lucas Mayer
Music Supervisor :
Silvio Erne
Wonder Bettin
Executive Producer :
Cassiano Derenji
Color Grading :
Basis Berlin
Colorist :
Pippo Color

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