When you become a parent, your life changes completely: Your priorities shift, you start exploring the world through their eyes, and you experience the purest form of love. Indeed, life changes drastically — sometimes in ways you expect and sometimes in ways that you don’t. Put differently, there are moments when silence is a blessing. But silence can also mean that your house has turned into a chemistry lab. Or a toy factory. Or a painting studio.
There are ups and downs when having kids and the furniture brand IKEA found a humorous way to put the downs in the spotlight, showcasing the mess kids leave behind as an essential part of family life. Titled “Your Home Will Never Be the Same,” the ad developed in partnership with This is Libre agency, celebrates the beautiful chaos that emerges once kids unleash their creativity.
IKEA nurtures kids’ imagination and creativity, encouraging them to learn through play. In the current ad though, the brand adopts a more mischievous attitude and invites children to test their parents’ patience and turn their homes into their playground. The campaign’s centerpiece is a 50-second ad, through which the “little persons of the house” learn what their mission really is: “To drive your parents crazy. To show them that the peace they used to live was simply tasteless. You come to take over places where you are not invited.”
Besides the humorous ad — which runs across TV, social media, and cinema — the initiative also includes a digital and outdoor graphic campaign. It was initially launched in Marocco and will continue to roll out across the Middle East. More than just a marketing effort, the campaign mirrors IKEA’s vision to “create a better everyday life for the many people,” seamlessly integrating its products into the heart of family life.
CREDITS
Brand: IKEA
Agency: This is Libre
