IKEA is an innovative brand. If they are not looking to extend their product and brand proposition, as they did last year with a move into consumer electronics, they are using clever agencies like Mother London to produce great advertising campaigns.
Recently we have seen children and adults having fun together preparing for a dinner party; and hip young couples finding room to breathe in their apartment.
The Swedish brand has recently launched a new campaign that features individuals telling a story about how the IKEA product range has transformed their lives.
The latest ad is called Harry’s Records and features British hip-hop producer, DJ and dad Harry Love. We see Harry at home with his family. His vast collection of vinyl and keyboards is taking over the family home.
The problem is quickly solved using IKEA’s Expedit product range. Soon Harry has his collection under control so that he can enjoy both his passion for music and have space for family life.
It is a clever and engaging advert because it is based on a real family telling their own story. It demonstrates a different take on IKEA products; recognising different ranges can be complimentary and offer something unique – Expedit might be perfect for storing vinyl, Förhöja cutlery trays for discs and Stolmen shoe racks keyboards.
I rather like the soundtrack, in which Harry mixes the sounds of assembling the furniture. It neatly echoes the sampling of different IKEA products to bring something unique together.