Ahead of the holiday season, Ikea wants Canadian shoppers to know that it’s the perfect place to buy practical gifts that people actually need.
The retailer has launched a pair of holiday campaigns, targeting English and French speakers, respectively, by indie creative Rethink.
The first, “Twelve Days,” reminds viewers that Ikea can be a good spot for festive gifting, particularly for the more practical things that recipients might actually want and need.
The 30-second film sees a family home overrun with leaping lords, swans a-swimming (in the bathroom), and maids a-milking, as the lyrics to the holiday perennial, “The Twelve Days of Christmas,” come to life (with a little CGI help). The ad ends on the tagline: “Get them something they actually need.”
The second campaign, “Ih, Ké, Ah!,” updates a campaign from earlier this year that plays with the way the Québécois pronounce the brand’s name. People in the spot say “Ih” when coming across a problem, “Ké” when pondering how to solve it, and “Ah!” when finding a solution.
Three 15-second shorts present a series of holiday-related conundrums (how to keep an aunt happy, what to do with a growing mountain of houseguests’ shoes, avoiding injury while preparing food), with witty montages that spell out the Swedish brand name.
In a statement, Jonelle Ricketts, head of marketing at Ikea Canada, said that the two campaigns needed to balance a targeted approach with a more general celebration of the festive season.
“To break through on a national level, it was important for us to create holiday campaigns that feel real and authentic—distinctly tailored to each audience, yet still infused with a touch of holiday magic and that unmistakable Ikea twinkle that would leave people smiling this holiday season.”
In creating the work, group creative director Geoff Baillie said Rethink aimed to avoid a “sea of sameness.”
“We put a chaotic spin on a holiday classic—and used it to say something that feels unmistakably Ikea,” he said.
