Superstar

IKEA Textiles Campaign Focuses on Textiles, Not Furniture

By: Katherine Vong - Published: • References: paranoidus & psfk
IKEA has been showing off its creative chops lately, what with the recent launches of its VIP airport lounge and store-branded beer, and now it has released a funny commercial for the IKEA textiles campaign, which promotes the brand's catalog of textiles and fabrics as well as furniture.

The IKEA textiles campaign comprises a hilarious commercial that features a family living in a world where textiles and fabrics don't exist. The man has to wear a suit made of cardboard while the woman's dress is made out of dinner plates. They have to sit on chairs composed of cacti and cloak themselves in bathrobes made of grass while their baby is wrapped in leaves. The words at the end of the commercial read, "Life is hard without textiles. A little bit of softness can change your world.”

This funny ad, which helps to remind consumers that IKEA is not just about furniture -- it's about fabrics and textiles too -- was a joint effort by McCann-Erickson New York and Olivier Babinet from Paranoid. Stats for Curious Cardboard Clothing Trending: Older & Chilly
Traction: 776 clicks in 113 w
Interest: 1 minutes
Concept: Ikea Textiles Campaign
Related: 69 examples / 53 photos
Segment: Neutral, 18-55+
Comparison Set: 25 similar articles, including: simple stripped-down labels, pre-made ikea abodes, and house-like airport terminals.