IKEA Spooks Off Monsters From Moving Into Kids’ Bedrooms In New Halloween Ads
By Mikelle Leow, 24 Oct 2023
Image via Ogilvy
IKEA is playing ghostbuster this Halloween by addressing a timeless childhood fear: monsters hiding in kids’ rooms. This experience transcends generations; everyone remembers the feeling, the lurking dread under the bed, behind the closet door, or perhaps concealed behind a curtain.
Teaming up with advertising agencies Ogilvy UK and Ogilvy Germany, the Swedish giant introduces Monsters Not Included, a spine-tingling campaign that not only shines a light—quite literally—on the practicality of IKEA’s furniture but also offers a unique guarantee: that your child’s room will be a monster-free zone.
Lighting solutions offer validation that there aren’t any ghouls setting up shop in children’s havens in the dark.
The advertisements don’t just appeal to kids but tap into the shared experiences of parents worldwide. “Our latest Halloween campaign speaks to me as a parent very personally,” remarks Carla Klumpenaar, general manager for marketing, communication, HF, and retail design at Al-Futtaim IKEA for UAE, Oman, Qatar, and Egypt.
Monsters Not Included is a playful reminder of the power of well-designed solutions. More than just aesthetics, IKEA provides a sense of security to family members of all ages.
The visuals coincide with the availability of IKEA’s first-ever Halloween collection, which includes ghost-, bat, and pumpkin-themed décor to invite a spooky presence into your home.
This article was crafted with assistance from an AI engine, and has been manually reviewed & edited.
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