These new commercials are part of the home furnishing company’s brand revitalization campaign in the UK and Ireland.
IKEA has launched a new brand strategy for the UK and Ireland that aims to demonstrate the company’s knowledge and understanding of the challenges people face every day in their homes and provide practical ideas, solutions, and inspiration.
The new spots for the campaign will take the form of music videos with the first one, ‘Playin’ with my friends,’ featuring a song by Masters in France. Created by the agency Mother London, it shows a gathering hosted by a young girl and her father for a group of their friends. The girl is having such a great time that she imagines the adults as giant toys, including a teddy bear, a robot, and a monkey. The ad shows that IKEA solutions enable children to cook, dine and interact together with the adults.
Short versions of the ad will run until December 9th on TV and cinema, while a full-length music video runs exclusively on IKEA UK’s YouTube channel. Thom Whittaker, creative at Mother, said:
IKEA have a range of products that are designed to let kids and adults socialise together. So we thought that it would be cool to show how much fun a family gathering is for a kid by showing it through the eyes of a child. In the ad we show that hanging out with adults becomes like playing with your favourite toys.