TV· Australia· 2024· Home & Garden
Making an ad in a crisis
In a cost of living crisis, even positive messages around affordability can start to feel... underwhelming. People want to save where they can, but they still need some fun. That was the basis for this campaign from IKEA.
In McCann's first ad for IKEA since they won the global account, we see a montage of scenes with people 'breaking the rules' in their own homes. From all-day gaming sessions, to cooking without a recipe, to hosting a rock concert in a bedroom. The idea behind that ad is that with home becoming a refuge in this cost of living crisis, IKEA and their cheap-ish furniture enable people to live out their dreams from home