A homemade spot for stay-at-home times
I found this ad early this week in one of my favorite advertising blogs, Ads of the World. I clipped it because I thought it was such a brilliant expression of brand promise. IKEA is about making your home great, and this ad weaves the joys of home with our current challenge to stay home so sweetly and so elegantly.
Then later in the week, I stumbled upon a story about the production of the spot. Holy moly. This entire ad was shot exclusively at the homes of their advertising agency's staff, by the staff, of the staff's own families.
"'We wanted to celebrate all that we can achieve at home, from being creative, to being spontaneous, to adapting to the daily challenges of our new reality while keeping safe,' says Andy Grant, executive creative director at TBWA\Singapore. 'Making a homemade film about home felt like a lovely way to inspire and share an insight into what so many of us are experiencing right now.'"
Article: IKEA's New Ad Is Made Entirely of Videos Shot at Home by TBWA Staff