Advertising is at its smartest when it’s audacious enough not to be condescendant towards its target. When it tickles the splinters we have in our guilty souls in order to alter our behavior.
Ikea will die the day it fails at convincing shoppers to discard their ageing furniture and replace it with brand new Swedish products. The entire business model of Ikea is built to fight reluctancy to change.
By personifying furniture and giving them a life of their own (This is Living?) in some of their recent commercials, the grey eminences behind the Ikea brand (be they Crispin Porter + Bogusky or CLM BBDO, etc.) tackled our irrational attachment to furniture.
Ikea’s marketing and in-store tactics have been praised enough for their visionary take on consumer experience. It does come with no surprise that the very nature of Ikea advertising is wrapped in witty originality and humorous look on simple-but-clever truths (furnitures are a cure for our sinful love of chaos). For a brand of the many, this combinaison is rare enough to be praised.
From relationship to “relationshop”; the history of Ikea features in moving images below.
Ikea – Le Canapé (The Sofa)
Tagline: “Furniture doesn’t die. It just needs to be changed. R#act.”
Ikea – L’Armoire (The Wardrobe)
Tagline: “Furniture doesn’t die. It just needs to be changed. R#act.”
Ikea – La Table en Formica (The Table)
Tagline: “Furniture doesn’t die. It just needs to be changed. R#act.”
And also: http://www.dailymotion.com/video/xwk9e_pub-ikea_ads
Tagline: “Too much furnitures ?”