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Saturday, July 13, 2024


The iconic furniture maker’s new ad is a collation of videos shot by TBWA staff at their homes — an unusual way of circumventing the usual.

So here it is. Somebody puts together an entire ad by collating videos shot at home. Agencies are finding ways and means to get around the physical lockdown imposed across the world in the wake of the COVID-19 pandemic.

TBWA\Singapore found out that it could shoot some action for its newest Ikea spot without actually stepping out of home! The 60-seconder has been composed of home video footage shot by TBWA staffers. Bordering on the quaint, the promo naturally has a “homemade” feel, celebrating the joys of the newfound stay-at-home life!

“We wanted to celebrate all that we can achieve at home, from being creative, to being spontaneous, to adapting to the daily challenges of our new reality while keeping safe,” says Andy Grant, Executive Creative Director at TBWA\Singapore. “Making a homemade film about home felt like a lovely way to inspire and share an insight into what so many of us are experiencing right now,” he added.

“Overnight, our homes have become our office, playground, restaurant, and sanctuary all-in-one,” adds Nigel Richardson, Head of Marketing for Ikea Southeast Asia. “At Ikea, we’ve always believed in the importance of home, and the home is more important now than ever in these times. We want to encourage people to stay inside, stay safe, and remember to enjoy time with loved ones at home,” Richardson observed.

The Singapore spot comes in the wake of an Ikea Spain spot that also celebrated the idea of home. The difference was that the earlier spot, done by McCann Madrid, pulled out images used for another campaign.

Now read the imaginative credits below. Couldn’t have been more homelier and wittier.


Producer: The Whole Agency
Creative Director: Everyone
Writer: Someone or other
Actors: The agency ensemble
Editor: Indefatigable hero
Director: Anyone with a camera
Sound: Anyone with a camera
Music: Someone with a good ear and a piano
Client service: The whole agency
The star: Ikea


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