In an odd diversion from their normally upbeat and family-oriented commercials, IKEA has come out with more mysterious commercials to accompany its new Sinnerlig Collection.
At first it can be difficult to make out what is even shown in these commercials, let alone understand that they are representing the usually cheerful branding that IKEA is associated with. The commercials feature two separate products from IKEA's new Sinnerlig Collection -- the jug and the chair. The separate commercials use shadows and shapes to give viewers a look into the aesthetics and purposes of these new products.
By creating an almost sinister air around these products and straying so far from its usual branding, IKEA opts for marketing strategy that shows off this furniture collection's minimalist and sophisticated design.