# Mysterious Home Furniture Ads The Commercials for IKEA's Sinnerlig Collection Strays from The Norm By Mishal Omar | Published 2016-06-15 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/sinnerlig-collection References: [fastcodesign](http://www.fastcodesign.com/3060940/ikeas-new-ads-are-straight-out-of-an-ingmar-bergman-film) & [ikea](http://www.ikea.com/us/en/catalog/categories/collections/31586/) In an odd diversion from their normally upbeat and family-oriented commercials, [IKEA](https://www.trendhunter.com/trends/darkest-campaign-yet) has come out with more [mysterious commercials](https://www.trendhunter.com/trends/sweet-suspicion) 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](https://www.trendhunter.com/trends/edgeofyr). ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 70% | Activity: 53% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Home](https://www.trendhunter.com/home) ## Key Themes ### What Makes This Trend Stand Out - **Mysterious Commercials:** Creating mysterious commercials diverging from the norm can generate intrigue and interest in a product or collection. - **Minimalist Design:** Emphasizing the minimalist design of a furniture collection can attract customers looking for sleek and sophisticated pieces. - **Shadow and Shape Advertising:** Using shadows and shapes in advertising can create a unique and engaging visual experience for viewers. ### Sectors Adopting This - **Furniture:** The furniture industry can embrace mysterious and minimalist marketing strategies to differentiate their products and attract customers. - **Interior Design:** In the interior design industry, emphasizing minimalist design and unique visual experiences can help to create modern and stylish spaces. - **Advertising:** The advertising industry can explore unconventional marketing strategies, such as creating mysterious and visually engaging commercials, to grab viewers' attention and create brand differentiation. ## Related on Trend Hunter - [All-Dark Marketing Campaigns](https://www.trendhunter.com/trends/darkest-campaign-yet.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Premium Kitchen Pranks](https://www.trendhunter.com/trends/eureka-spiritis.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Invisible Furniture Capsules](https://www.trendhunter.com/trends/invsbal.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Creative Home Collections](https://www.trendhunter.com/trends/creative-home.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Halloween Essentials Campaigns](https://www.trendhunter.com/trends/halloween-essentials.md)