A well-designed kitchen can transform a person. So says Ikea in its latest national campaign from agency of record Zig.
The integrated TV and online components of the campaign show a husband returning home to find his wife admiring her Ikea kitchen.
He begins to complains emphatically about his bad day, but the wife can only hear a soap opera-styled dubbed version of his speech. While he rails about his boss, she hears “I hate boring you with this. You don’t deserve that. No, I am making dinner and not watching the hockey game.”
The super “Everything seems better in an Ikea kitchen. Kitchens you dream about,” closes the scene before a voiceover delivers the company’s long-time advertising tag line, “Love your home.”
Online ads use the husband character along with a rude teenage son and snooty mother law, dubbing their criticisms with praise once they are placed in an Ikea kitchen setting.
Double-page print executions will run in the October issues of home decor magazines with the copy “You’ll think you’ve died and gone to kitchen.”
The campaign officially launched Monday night on the heels of another campaign for Ikea’s bedroom furnishings, which completed its television run on Sunday. The print elements of both campaigns will overlap.
The bedroom print ads use the line “So comfortable, you’ll need shorter bedtime stories,” and come with a small book containing four one-page stories.
Zig also has a campaign in-market for the retailer’s Pax organizing system, featuring two women discussing closet organization as two men might discuss cars and garages.
Zig won gold in Cannes this year for their Ikea “Low Voice” radio ad, created by Stephen Leps and Aaron Starkman, although neither worked on the kitchen or bedroom campaigns.
Media buying for the campaign is handled by Group M’s Mindshare Canada.
