IKEA Christmas Advert
IKEA has launched their very first Christmas advert. This is quite big news as it’s their very first one. The advert acts upon Britons that are feeling embarrassed over the state of their homes. This is great marketing from IKEA as their defying odds that the household retailer cannot compete in Christmas advert folly.
The short advert kicks off with a family in their home/apartment. A woman is looking at a text she's just received, asking if dinners at hers tonight - then the fear and dread start to kick in. The apartment does not look very festive... There are children’s toys everywhere, the tree doesn’t look as Instagrammable as it could. It’s not going well for them.
Then, their ornaments and household objects come alive and start to taunt their homeowners. This is a little creepy, but I think it adds to the advert, it gives it some light on that you do sometimes feel very nervous about having guests over. It’s a real thing having ‘home shame’. Another reason why I enjoyed this advert so much is that's it whimsical. I don't think I can recall an advert where household ornaments come and alive and start rapping, but I could be wrong.
Then the couple is then left with no choice.
The start to redecorate. Now bear in mind they got this text to have guests over for dinner and now they're suddenly going out and buying all new furniture from IKEA? A bit quick as I don’t think in the real world this would happen, but you get the idea. To say they redecorated their apartment in the space of a few hours, it looks great. Their Christmas spirit has livened up, they bought some great items at IKEA and it makes a drastic improvement on their dishevelled apartment.
There’s a nicely placed photo gallery to the hide cracks in their wall. They purchased a lovely lamp, rug and curtains. Again all from you guessed it, IKEA. At the end of the advert, it shows the family in their newly refurbished apartment eating a meal with their guests that prompted the whole thing.
Whilst researching this advert, IKEA said that they hope the advert will go against brands’ usual Christmas strategy of releasing sentimental Christmas ads with a “humorous and irreverent” take on festive hosting.
To follow on with this advert, there’s going to be another three short films/clips showing people tackling their home shame with just a few simple hints and tricks to liven up their living spaces.
The retailer is also bringing this campaign into stores, as they're hosting a series of events on showing customers on how to get their homes ready in time for the festive season and of course Instagram ready.
You can watch their Christmas advert below: