Is IKEA pondering a switch ‘The Wonderful Everyday’ to ‘The Beautiful Possibilities?’ Which suggests a nudge upmarket.
Here’s its first ad from newly-appointed independent Canadian agency Rethink with the new line – plus a spin on Louis Armstrong’s old standard ‘What a Wonderful World.’
Arguably What a Wonderful World would have ventured too far into mawk in anyone’s hands but gravel-voiced Louis. Icon is an over-used, mis-used word but Armstrong was an icon and a half.
Rethink’s interesting spin teeters on the brink but just about makes it back to solid ground.
MAA creative scale: 7.
