IKEA Wants Customers To ‘Show Off Your Savvy’ By Pimping Up Your Crib With Less

If there’s one thing IKEA is known for, it’s the affordable prices it maintains. This has become even more pertinent to consumers as the cost of living crisis continues, with many putting the desire to refurbish their homes on the back burner.

As such, the Swedish furniture chain has launched a new campaign—Home Is Where The Smart Is—to address the stresses of daily life, showcasing how small, savvy changes we make at home can be as satisfying as extravagant purchases.

The commercial, created in collaboration with creative firm Mother, depicts a host that’s as proud of his abode as an owner you’d see on MTV Cribs in years past. But unlike the luxurious interiors we often see on television, this house uses everyday, functional items to transform its space.

For example, designer leather sofas are replaced by ones with washable covers, luxury bags in the walk-in wardrobe are taken over by blue and yellow Frakta bags, and in the place of ostentatious chandeliers are energy-saving lightbulbs.

The spot will be accompanied by a series of short films on social media that show customers how to turn IKEA’s savviest products into standout pieces for the home while tapping into viral interior design trends.

[via Creative Review and David Reviews, cover image via IKEA UK]