People become part of the furniture in Ikea ads saying that it's time to refurbish

People literally become part of the furniture in a clever new design-led campaign from Ikea running in the Middle East. To promote the Swedish retailer's biggest annual sale in Saudi Arabia and Bahrain, agency Leo Burnett Saudi Arabia created a series of print ads depicting homes filled with floral prints, garish colors, ornate furniture and fringed lampshades. Their inhabitants, veiled in the same fabrics, blend into the decor. The point? To remind consumers that it's perhaps time to refurbish. There is also a series of online videos, running on Instagram, with a similar theme, accompanied by clichéd '80s elevator music. The tagline reads, "Don't let your furniture wear you out," and the copy promotes discounts of up to 70% at Ikea. The idea is somewhat reminiscent of Ikea's famous 1990s U.K. campaign, "Chuck our your chintz," which is credited with changing British style after the flounces and florals of the 1980s. The executions here bring a fresh take, particularly with the surreal videos. “Our ongoing quest with Ikea is to land on the right insight that connects with people, coupled with a fresh perspective for the execution," commented Mohammed Bahmishan, chief creative officer at Leo Burnett Saudi Arabia, in a statement.

People become part of the furniture in Ikea ads saying that it's time to refurbish

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