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IKEA Gets Real In Its Tender Ad That Touches On The Delicate Topic Of Divorce
By Yoon Sann Wong, 14 Sep 2016
Its not every day that you see brands tackle taboo subjects such as divorce.
For IKEA Sweden, however, incorporating this reality into its new campaign meant showing its customers that the brand understood their lives–not just the happy and sunny parts.
“Living in two homes with divorced parents is a reality for many children in Sweden. IKEA can ease this situation and perhaps also ease some bad conscience among single parents and help acknowledge the children,” explained Åkestam Holst, the Stockholm agency that helped bring this campaign to fruition.
According to Adweek, this initiative comprises nine spots in total, with this particular commercial tagged with the phrase “Where life happens”.
It “dramatizes various aspects of IKEA’s genuine presence in peoples’ everyday life. Through this constant interaction, IKEA continuously learns about how people live and what they need. Their lifestyle sparks the inspiration to develop products and solutions that fit with everyday life in an even better way,” said Åkestam Holst.
Unlike conventional ads, this spot was produced in the 4:3 aspect ratio. Reason being was that creatives and director Martin Werner from Bacon felt this would help them get “closer to reality”.
[via Adweek, video via Ourwork]
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