ACCESS Newswire
20 Sep 2023, 18:35 GMT+10
A new campaign from IKEA is making headlines for using brutally honest real-life scenes to promote their products.
OSLO, NORWAY / ACCESSWIRE / September 20, 2023 / For decades, IKEA has been showing us how beautiful our homes could be. But in their newest campaign, they are boldly admitting that 'Life is not an IKEA catalogue'. The commercials show the illusion of a picture-perfect IKEA catalogue home being invaded by life itself. Rather than just showcasing their new products in their usual inspirational way, we see their furniture peed and vomited on, and destroyed at a party. They then show us how their products are designed for life's big and small challenges.
One of the films, showing a mom violently throwing up whilst trying to play with her toddler, has caused a stir in Norway. Where some find the film a bit gross and disturbing, most were positively engaged and praised the film for showing a relatable side of a not so perfect life.
IKEA's Head of Marketing Communication, Annika Mørch Asté, is not afraid of showing their furniture in a more brutally honest light. 'IKEA products are made to let you handle the everyday, because we believe that both furniture and your home are meant to be used. Sure, it's a bit rough to see our products on TV covered in vomit and dog pee,' Annika laughs. 'But life isn't always neat and tidy, so we think it's great that the campaign can reflect just that,' she concludes.
'With this campaign, we wanted to showcase the more honest sides of life at home and how our products are designed to withstand daily life. Good design does more than just look great in a catalogue,' says Celin Kjenslie, Country Marketing Manager at IKEA Norway.
The campaign is currently live in Norway, with three separate films; Party: https://youtu.be/6b1oJzXeu5c, Pee: https://youtu.be/9drwyBOGRWI and Puke: https://youtu.be/r6h3mCx6Uwk
Contact Information
Trond Sandø
Account Director IKEA
[email protected]
+4798257577
Related Video
https://www.youtube.com/watch?v=r6h3mCx6Uwk
SOURCE: IKEA Norway
Get a daily dose of Paris Guardian news through our daily email, its complimentary and keeps you fully up to date with world and business news as well.
Publish news of your business, community or sports group, personnel appointments, major event and more by submitting a news release to Paris Guardian.
More InformationNEW YORK CITY, New York: A federal judge has decided to take control of New York's Rikers Island jail away from city officials due...
KATHMANDU, Nepal: An Indian climber and a Filipino climber were the first to die on Mount Everest during the current climbing season...
MOSCOW, Russia: Russia has sentenced a 33-year-old Australian man to 13 years in a high-security prison for fighting with Ukrainian...
ALMATY, Tajikistan: Tajikistan has officially removed criminal liability for liking social media posts that the government deems extremist,...
SACRAMENTO, California: California Governor Gavin Newsom has proposed cutting back a free healthcare program for low-income undocumented...
DETROIT, Michigan: The FBI has arrested a 19-year-old man from Michigan, Ammar Abdulmajid-Mohamed Said, for allegedly planning a mass...
NEW YORK, New York - U.S. stocks weakened across the board on Tuesday, led by the tech sector once more. I would say that the largest...
SAN FRANCISCO, California: Google One, Alphabet's subscription service that offers cloud storage and AI-powered features, has surpassed...
BEIJING, China: China's sales of heavy trucks could be dominated by electric vehicles by 2028, with battery-powered models potentially...
STOCKHOLM, Sweden: Apple has blocked access to the popular video game Fortnite on iPhones in the United States and through Epic Games'...
NEW YORK, New York - U.S. stocks struggled on Monday as a further downgrading of U.S. debt by Moody's sent the dollar sliding and Treasury...
PARIS, France: Richemont, the owner of luxury brands Cartier and Van Cleef & Arpels, posted a stronger-than-expected seven percent...