IKEA Re-Runs Iconic Ad From 20 Years Ago, Emphasizing Timelessly Low Prices

Image via IKEA Canada

Ready your Allen—and car—keys. 20 years after its debut, IKEA Canada’s beloved “Start the car” commercial is making a triumphant return to screens in the country.

The Swedish furniture giant is revving up nostalgia with a blast from the past that’ll get your savings engines purring. Rather than promoting a fleeting summer sale, though, the spot’s comeback heralds IKEA’s long-standing commitment to more affordable prices across its product range.

The iconic advertisement, which first aired in 2004 under the title It’s Not a Mistake, captured the hearts of shoppers with its humorous depiction of a woman rushing her husband to “start the car” after scoring a seemingly too-good-to-be-true deal. According to the brand, the phrase quickly became shorthand for nabbing a fantastic bargain, cementing its place in Canadian pop culture.

Now, as IKEA Canada doubles down on its affordability push, it’s bringing back this piece of advertising gold. The updated version will grace televisions from July 27 to August 11, with an extended online run until August 31. While the core of the commercial remains unchanged, its message has evolved to reflect the brand’s broader strategy of reducing prices on thousands of popular items.

“At IKEA, ‘start the car’ has become synonymous with our brand’s breathtaking deals,” says Jonelle Ricketts, head of marketing at IKEA Canada. “As we continue to make bold moves to lower prices and pass savings along to Canadians, we thought a reprisal of this iconic creative would be a clever way to reinforce our commitment to affordability and celebrate the 20th anniversary of the campaign.”

The original ad’s success wasn't limited to Canadian borders. It resonated so strongly with audiences that it was adopted by IKEA markets worldwide. Earlier this year, the commercial’s enduring appeal was recognized when it was crowned the “Greatest Canadian Ad of the 21st Century.”

IKEA is banking on this long-beloved spot to drive home its message of everyday affordability, steering you towards some present-day savings.

[via IKEA Canada]