Is IKEA’s new lion an Everyday Wonder?

IKEA’s ‘Wonderful Everyday’ from Mother is a wonderful campaign but is it running out of steam?

Here’s the latest featuring a lion relaxing in an IKEA living room (lions relax for 18 hours a day it seems, only springing into action when hunger strikes). But, of course, there’s a twist.

Nicely done but something is missing. Product?

Oddly the 20-second probably works better.

MAA creative scale: 6.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

One comment

  1. Loved the tail as a bookmark! But showed this to a friend of mine (we live in one of the few countries in the world that doesn’t have IKEA) and she had no idea what the brand was, what they made, what they sold… maybe that doesn’t matter, but compare it to the thrown-out lamp of a few years ago, and it’s pretty weak…