Ikea focuses on outdoor range with battle against gnome army

Ikea is pushing its outdoor range with a TV spot featuring a couple battling against a gnome army in the latest stage of its attempt to drive behavioural change.

The TV campaign, by Mother, will be supported by outdoor, press and online activity, shows the family overhauling their garden with Ikea products.

The latest ad is set to a cover by the The Budapest Philharmonic Orchestra and The Heritage Singers of Motley Crue’s Time for Change track.

Ikea is in the process of attempting to change consumer attitudes in the UK to home improvement with the retailer keen to make UK households revamp their home more often. 

Peter Wright, marketing manager at Ikea, believes many people are happy to spend a lot of money on consumer electronics while their homes "fall apart". 

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More