In order to give the designers whose work is included in the 2017 IKEA catalogue more exposure, the furniture brand created a short commercial that highlights the exuberance of just a few of people included who have reached such a sought-after mark in their careers.
The ad, which was created with help from agency DDB in the city of Brussels in Belgium, opens with interviews of some of the designers who are on location for the IKEA catalogue photo shoot. Each considers their journeys up to this point, with some quoting the many readers that the IKEA catalogue has as being one of the most exciting aspects of the whole thing.
The overall ambiance of the commercial is candid and lighthearted, speaking to the furniture brand's unpretentious outlook and the many minds that are behind creating its versatile offerings.
Designer-Focused Furniture Ads
This Video Tributes the People Featured in the New IKEA Catalogue
Trend Themes
1. Designer-centric Advertising - IKEA's commercial highlights the work and journeys of designers featured in their catalogue, tapping into the trend of designer-centric advertising.
2. Experiential Marketing - The commercial offers a candid and lighthearted ambiance, showcasing the trend of experiential marketing to engage customers on an emotional level.
3. Increased Brand Exposure - By creating a video tribute to their designers, IKEA capitalizes on the trend of increasing brand exposure through storytelling and human connection.
Industry Implications
1. Furniture - The commercial promotes furniture and showcases their versatile offerings in a lighthearted way.
2. Home Decor - The video ad connects with the trend of consumers seeking unique and designer pieces for their homes.
3. Marketing and Advertising - The use of storytelling and emotional engagement in the commercial reflects the ongoing trends in marketing and advertising strategies.