Directed by “Being John Malkovich” director Spike Jonze, this commercial follows a woman as she puts an old lamp outside at trash, and replaces it with a new one. As sad music starts playing, the lamp is seen in the pouring rain, seemingly watching up at the apartment window as the woman enjoys her new lamp purchase. It looks like and abandoned pet. Suddenly a strange Swedish man appears and says, “Many of you feel bad for this lamp. That is because you are crazy. It has no feelings. And the new one is much better.” The IKEA logo and “Unböring” tagline flash during the last few seconds.
This irrelevant and humorous commercial was part of the campaign launched in North America by the Swedish furniture retailer, the largest in the world. The challenge in this market was to tap into the feelings and emotions that Americans have about their furniture. Despite what it may be considered a risky movement, the ad makes fun of the tendency of Americans to hold on to outdated furniture challenging smartly to break that “addiction”.
This campaign fits perfectly the strategy of the business model of Ikea, where furniture is considered a commodity rather than a durable good, providing functionality, flexibility and adaptability to all kinds of homes. Reflecting a more modern lifestyle, this ad mainly targets the growing segment of urban middle classes who look for design and affordable prices. Which tool is better than clever humor to create awareness of a brand?
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