IKEA has been promising simple solutions to everyday challenges and infusing it all with whimsy and wit. A couple of different campaigns aimed at audiences in the United Arab Emirates have added “fun” to functional. First, the Swedish home furnishings brand worked with Publicis Spain to create three print ad displays based on sets from iconic TV shows. There’s one from “The Simpsons,” another from “Friends” and yet another from “Stranger Things.” The ads include actual furniture from the retailer, edited with 3D software for an additional dose of “reality.” The project, to be seen in IKEA’s social media channels and catalogues, will also be in “experiential” form across stores in the Middle East.
It’s dubbed the “Real Life Series,” with a tagline of “For Real Families.” “The IKEA team worked closely with the creatives for months,” says Vinod Jayan, managing editor for IKEA UAE, Qatar, Egypt and Oman. “They went through hundreds of items to find the perfect pieces that would bring those iconic rooms.” It was, he continues, “a true testament of what IKEA represents: A place where everyone can bring whatever idea they see or have to life.”
And while on the subject of creative ideas, IKEA also created a new, eight-episode video series that highlights the often-laughable challenges people face without organization and/or smart functionality in their homes. The series is presented as an old-school Spanish soap opera from the 1980s, focusing on a couple named Manuela and Jose. IKEA, naturally, promises to help “end the everyday drama.” Look for the videos on the IKEA UAE YouTube channel — English versions are available.