Sweden-based home furnishing retailer IKEA has launched its very first Christmas campaign for the UK and Ireland.
A family is getting ‘heavily criticized’ by their neglected ornaments who spit bars that encourage them to defy home shaming.
A little dose of mainstream culture, the ad plays a trap music that has recently made a resurgence by entering into hip hop for the first time. And who better to have on board than an artist that Skepta hailed as “the greatest grime MC of all time” – D Double E, who voices the gimcrack ornaments.
The ad opens with a couple sat in their open-plan flat, minding their own business, until the mother receives a text that reads ‘dinner at yours tonight’? Deciding to take action, the couple spruce up their place with some simple IKEA solutions, and Silence the Critics once and for all.
In collaboration with Mother London, spot deliberately goes against the tide of over-sentimetal Christmas ads, and aims to delight audiences with its humourous, irreverent take on festive hosting.
UK and Ireland County Marketing Manager, Sarah Green, said:
Our first IKEA Christmas advert focuses on the phenomenon of ‘home shame’ – encouraging people to overcome the negative voices in their head holding them back from open up their homes.
It was born from the common feeling, that along with the seasonal joys, a lot of us feel a looming sense of dread when it comes to hosting others with many of us feel ashamed of our homes over the Christmas period.
We believe that every home can and should be worthy of a get-together and that with a little imagination, some clever products and ideas, there’s no reason not to be proud to invite your nearest and dearest over. This campaign aims to inspire us all to get our homes party-ready and ‘Silence the Critics’, once and for all.
The ornaments at first are silence by their critical belongings, then, the couple transform their place and getting ready for dinner with friends. The campaign will launch with the film across broadcast and TV, as well as digital media and OOH.