Ikea’s first festive ad tackles horror of ‘home shame’ at Christmas

When visitors are coming, we all see our homes with a new, more critical eye. Mother’s ad is a humorous take on this insight, bringing ornaments alive to share some well-chosen insults through the medium of grime.

Lyrics include: “This place is small and it’s barely a house, never mind a cat you can’t swing a mouse,” and “This table’s older than the pyramids. Older? At least it’s younger than the mirror is.”

A trip to Ikea sorts out the house and silences the critics before the guests arrive.

Ikea UK and Ireland county marketing manager, Sarah Green, said: “Our first Ikea Christmas advert was born from the common feeling, that along with the seasonal joys, a lot of us feel a looming sense of dread when it comes to hosting others, with many feeling ashamed of our homes over the Christmas period. We believe that every home can and should be worthy of a get-together and that with a little imagination, some clever products and ideas, there’s no reason not to be proud and invite your nearest and dearest over.”

MAA creative scale: 8

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About Emma Hall

Emma Hall
Emma Hall is the former London Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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