Lovely IKEA adverts (via swissmiss)
I like the way IKEA are (or seem to be) responding to the perception of their furniture as entirely generic by placing the home as a site of creativity; as well as the above, the UK “Not For Sale” campaign puts their products in a similar space.
It’s an well-timed branding campaign, because they’ve already established themselves (very successfully) as inexpensive. These sets of adverts seem to be aimed at bringing back people who used to shop at IKEA by putting the products in a different consideration set – “things that are wanted”, rather than “things that are needed”. Essentially, they’re now in the same space as their competitors. But (still) cheaper.