Have you seen the fascinating, and downright hilarious new ad campaign from Swedish furniture giants IKEA? If you haven’t, you are in for a treat. IKEA have decided to focus on bathrooms and bedrooms, the rooms where we start and end our days, as the centre-point to their latest film campaign. But they have also enlisted the help of famed hypnotist, Justin Tranz, and some very susceptible members of the general public, to produce a campaign that is honestly like no other I have ever seen.
Johan Wickmark,catalogue manager at IKEA tells us a little more about the concept of the campaign, he explains “At IKEA, we believe that life happens everyday. That it’s on those seemingly ordinary days the magic happens, when life takes shape and changes, and it’s for those moments we create our products and solutions”. IKEA have latched onto the concept that so many of the special and important things in life happen in the everyday surroundings of the home and claim that ‘when life goes through changes, so does our home.’ They also believe that if our home is how we want it to be, this can affect the quality of our life for the better. It’s all interesting stuff, and is reflected to hilarious effect by Adam and Sofi, the couple who are hypnotised into believing their local branch of IKEA is actually there home, albeit sometime in the future, and that a number of actors are future members of their family.
I personally love this campaign, which I think is both innovative, and sweet and very funny. You can tweet your thoughts on the campaign using the hashtag #IKEAtimetravel.