Unlike most pre-roll ads that are designed to be extremely condensed and straight to the point, IKEA created its Irresistible Pointless TrueView Ads to be more than five minutes in length. The ads are intentionally uneventful, yet are somehow riveting. In fact, the characters in the ads even encourage viewers to skip the content. As a whole, the ads are meant to celebrate life's mundane moments, painting a realistic picture of the kind of action its couches, tables and lamps will be surrounded by in one's home.
Alongside its 'Dish Washing' ad starring a disgruntled teenager, IKEA also created Irresistible Pointless TrueView Ads starring a young couple looking for intimacy and a pair of men in an arm wrestling match.
Uneventful Pre-Roll Ads
IKEA's 'Irresistible Pointless TrueView Ads' Feature Little Action
Trend Themes
1. Long-form Pre-roll Ads - Businesses can experiment with creating lengthy pre-roll ads for digital media platforms to increase engagement among audiences.
2. Celebrating Life's Mundane Moments - Brands can create content that celebrates real-life experiences and promotes relatability among consumers.
3. Encouraging Audience Interaction - Businesses can encourage audience interaction by creating content that challenges viewers to engage with it in new and unexpected ways.
Industry Implications
1. Furniture - Furniture companies can explore innovative ways of showcasing their products by creating ads that depict realistic and relatable situations involving their products.
2. Marketing and Advertising - Marketing and advertising industries can take inspiration from IKEA's approach to pre-roll ads and experiment with unconventional strategies to capture and retain their audiences' attention.
3. Online Video Streaming - Digital media platforms can develop new ad formats that offer a more engaging and interactive experience for audiences, such as long-form pre-roll ads or ads that challenge viewers to interact with them.