Over the years IKEA has been quite good at showing consumers how beautiful their homes could possibly be. But in their newest campaign, the brand admits that in reality, ‘Life is not an IKEA Catalogue’.
The series of ad films show the illusion of a picture-perfect IKEA catalog home being invaded by life itself. Rather than just showcasing their new products in their usual inspirational way, we see IKEA furniture peed vomited on, and destroyed at a party.
According to a release, 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,” said the brand.
IKEA’s Head of Marketing Communication, Annika Mørch Asté, added “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,” said Celin Kjenslie, Country Marketing Manager at IKEA Norway.