Two cheers for IKEA


I’m sort of loving the new TV commercial for IKEA.  Mostly.  Well, largely.  If I have a quibble, it’s that this looks like an idea that has been sitting in someone’s bottom drawer for a while waiting for an opportunity to be wheeled out.

Creatively fabulous, but strategically?

IKEA’s proposition of informality is simple, relevant and attractive.  It’s also ownable for them and it’s creatively fertile.  I see the new line is ‘Let’s relax’.  Fair enough.  That’s also succinct enough to be memorable.  It’s just that poking fun at our obsession with sharing food photos or seeking approval from others is funny and insightful – but it  isn’t really a statement about informality.  Do you post food pics on Facebook because you crave others’ approval?  I don’t think so.


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