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 Japan Herald 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 Japan Herald.
More InformationBEIJING, China: China has set an economic growth target of around five percent for 2025, signaling efforts to stabilize the economy...
BATHURST, NSW, Central West, Australia - A man who has been disqualified from holding a driver's license for the next ninety-two years...
MELBOURNE, Australia: An Australian warship rescued Lithuanian adventurer Aurimas Mockus this week after he became stranded in the...
(CN) - The Justice Department announced Wednesday indictments against a dozen Chinese nationals, claiming they worked to steal data...
(Photo credit: Jayne Kamin-Oncea-Imagn Images) Two-time defending champion Carlos Alcaraz needed just 93 minutes to win his third-round...
Manila [Philippine], March 11 (ANI): Former Philippine President Rodrigo Duterte was arrested on Tuesday in Manila on an International...
NEW DELHI, India: The United States is pressing India to lower tariffs and increase defense purchases to secure a stronger bilateral...
NEW YORK, New York - U.S. stocks plunged on Monday, joining a global rout which followed U.S. President Donald Trump not ruling out...
NEW YORK CITY, New York - The global foreign exchange market experienced notable shifts on Monday, influenced by escalating trade tensions...
WASHINGTON, D.C.: The U.S. Energy Department estimates it will take US$20 billion and several years to refill the Strategic Petroleum...
LONDON, U.K.: British Petroleum CEO Murray Auchincloss saw his pay package drop to 5.4 million pounds (US$6.95 million) in 2024, down...
BONN, Germany: DHL plans to cut 8,000 jobs in Germany this year, marking its most significant domestic workforce reduction in at least...