Ikea "Fortune favours the frugal" by Mother

Ikea is talking up the positive environmental impact of a wide range of thrifty behaviours in a new international campaign created by Mother.

Soundtracked by Make it Better by The Barons, the spot depicts what seems to be a meteor – but on closer inspection turns out to be a gigantic ball of rubbish – hurtling towards earth. As a family is shown taking a series of positive steps to reduce waste and energy, reuse items and recycle, bits begin to break off the trash ball, until it is only a single plastic bottle that lands in the family’s garden.

The spot launched in the UK and Ireland on 1 January and will be shown in other markets, including the US and Netherlands, later in the year.

It is supported by out-of-home ads featuring products that can help consumers reduce their environmental impact, and digital executions promoting items in the range made from recycled materials, and highlighting the energy efficiency of Ikea’s flatpack distribution. The radio ads, meanwhile, use poetry to outline the idea behind the campaign: that the word "frugal" has gathered negative connotations that it does not deserve.