Swedish retailer promotes its catalog, shifting focus from furniture to fabrics and finishings.
In this ad for IKEA’s catalog centered around the theme of textiles, IKEA imagines a world without textiles or fabrics. In the comical ad, clothes are replaced with suits of cardboard, chairs and made of cacti and marble, pillows are constructed out of tree trunks, and sand becomes a rug. The ad ends with text which reads, “Life is hard without textiles. A little bit of softnes can change your world.”
Check out more hilarious stills from the campaign below:
This is an innovative way to promote a catalog and product line. It also represents IKEA’s desire to reposition themselves as a fabrics retailer, not just a place to get furniture. The ad is a collaboration between McCann-Erickson New York and French director Olivier Babinet from Paranoid. According to AdAge, McCann is also due to give IKEA’s website a makeover as they’ve secured more work with the ever-growing Swedish retailer.
Check out the comical ad below: