IKEA tries a new direction in Rethink’s Canadian debut

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.

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