With the success of Star Wars: The Last Jedi and the upcoming release of Solo: A Star Wars Story, IKEA Deutschland taps into the hype over the popular science fiction franchise with a furniture campaign.
The advertisement, which is dubbed 'Feng Chewy: An IKEA Story,' is set in one of the megastores' locations. It features people shopping for their home and their experience is interrupted by an audible and recognizable Chewbacca cry. It is first unclear where the sound is coming from. However, as the Star Wars-inspired furniture campaign progresses, it becomes clear that it Chewy is embodied in the movement of a chair that is specifically styled to represent Chewbacca with a carefully thrown-over sheepskin.