IKEA’s commercials have gotten a lot of industry buzz for their portrayal of the “honest” side of life. Rather than portraying perfect families in their shiny homes, the “Where Life Happens” campaign features relatable situations, such as adoption or divorce.
In the latest IKEA Sweden spot, a mother comes home to an apartment full of messy teenagers. She is overwhelmed and takes refuge on the apartment’s balcony. It is only after a heartwarming turn of events that IKEA products, with prices, are presented.
You can watch the spot here.
So why do these ads garner so much attention from industry insiders and consumers alike?
Everything, from the 4:3 aspect ratio to the simple yet moving music, works to build a consistent voice that carries from one ad to the next. As Matt Tanter, CSO of Grey London, says, “they have found a voice that uses a magical realism to create beautiful, funny, moving stories.”
The touch of reality and consistent voice help IKEA’s ads stand out amongst the clutter. This strategy can be utilized by other brands to increase likeability and brand recall.