Ikea France joined forces with an advertising agency called Buzzman for a commercial that considers what it's like for parents to see their children become fully independent.
It begins with a young boy walking through the aisles of the expansive furniture store with his mother, however he seems much more interested in its offerings than most children of his age should be. This is depicted right away, as he approaches a wooden counter top with a careful hand that he runs over its surface, telling his mother of his appreciation for its use of material.
Following this, he takes out a measuring tape to see the size of a storage unit and when they leave, tells his mother he'll get the bill with his credit card. She watches him lovingly all the while and it isn't revealed until the end of the Ikea France ad that the boy she sees is actually a college-aged man who's readying to move out.
Heartwarming Furniture Ads
This Ikea France Commercial Shows a Mother Watching Her Son Grow Up
Trend Themes
1. Heartwarming Advertisements - More companies are producing emotionally driven advertisements that focus on sentimental connections with their products.
2. Psychological Marketing - Companies are researching and utilizing consumer psychology to create ads and products that relate to consumers on an emotional level.
3. Generational Marketing - Ads that focus on the life stages and transitions of individuals in different age groups are becoming popular in the furniture industry and beyond.
Industry Implications
1. Furniture Retail - Companies can use emotionally-driven advertising campaigns to differentiate their products and appeal to consumers with life stage and family-centric themes.
2. Advertising - Businesses can consider utilizing psychological research to develop more meaningful and resonant advertisements to better engage consumers.
3. E-commerce - E-commerce companies can benefit from targeted generational marketing campaigns that highlight the unique needs of different life stages and age groups.