# Sustainable Kitchen Choreography Ikea's Kitchen Ad Features a Stunning Routine By Ell Smith | Published 2020-10-08 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/ikeas-kitchen-ad References: [adweek](https://www.adweek.com/agencies/mealtime-is-less-wasteful-more-graceful-in-ikeas-elegant-ode-to-kitchen-choreography/) [Ikea's](https://www.trendhunter.com/trends/tiny-chef-x-ikea) kitchen ad boasts the tagline "less wasteful, more graceful" and expresses that through beautifully whimsical choreography. The one-minute ad spot follows an eco-consious couple as they cook a meal in their home. Unlike most of us, the preparation of this meal involves a gorgeously choreographed routine, complete with twirls, jumps, and aerials. The ad's purpose is to remind consumers that [sustainable cooking](https://www.trendhunter.com/trends/legni-collection) “doesn’t have to be complicated—it can be beautifully, gracefully simple.” Officially dubbed "Scrap du Soleil," the commercial shows off some of Ikea's sustainable products, like wooden bowls, reusable containers, [water-saving faucets](https://www.trendhunter.com/trends/waste-no-space-campaign) and more. With a blend of dance and classical music, this exciting ad reminds consumers that with Ikea, dinnertime doesn't have to be wasteful. Image Credit: Ikea, ReThink ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 81% | Activity: 65% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### Key Themes Behind This Trend - **Whimsical Sustainability:** Combining sustainable products with whimsical choreography creates an opportunity for eco-conscious brands to target consumers. - **Green Cooking:** The rise of sustainable kitchen products and cooking methods represents a significant opportunity for eco-friendly and health-oriented brands. - **Eco-friendly Advertising:** Incorporating sustainability into advertising messaging in a unique and creative way is an innovative opportunity for brands to differentiate themselves and stand out from competitors. ### Where This Applies - **Home Goods:** Home goods manufacturers can seize an opportunity by creating sustainable and elegant products for eco-conscious consumers who prioritize design. - **Food and Beverage:** Food and beverage companies can leverage the trend of green cooking by incorporating organic, plant-based, and sustainable ingredients into their products. - **Advertising and Marketing:** Innovative advertising agencies can differentiate themselves by creating eco-friendly and creative ad campaigns that resonate with consumers. ## Related on Trend Hunter - [Stop-Motion Food Campaigns](https://www.trendhunter.com/trends/tiny-chef-x-ikea.md) - [Stress-Reducing Cleaning Songs](https://www.trendhunter.com/trends/tidy-up-tune.md) - [Furniture-Honoring Campaigns](https://www.trendhunter.com/trends/wherever-life-goes.md) - [Swedish-Style Kitchen Pop-Ups](https://www.trendhunter.com/trends/ikea-house-warming.md) - [Creative Home Campaigns](https://www.trendhunter.com/trends/dream-the-possibilities.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Product Review-Centered Campaigns](https://www.trendhunter.com/trends/kitchenaid-love-the-racks.md) - [Peaceful Holiday Ads](https://www.trendhunter.com/trends/take-a-holiday-from-the-holidays.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md)