Nap-Inspired Furniture Commercials

IKEA UK Taps into the Art of Napping for an Advertisement

IKEA UK zeroes in on specific products with an ad that embraces the art of napping. In 2018, the megastore is "venturing away from its traditional room-specific focus" and instead focusing on smaller pieces. This technique calls attention to specific furniture pieces and, in a way, enables the consumer to better visualize the piece in their own space instead as a part of a foreign whole.

IKEA UK's commercial also taps into a very personal and comfort-inducing activity. The video exhibits the tranquil and revitalizing qualities of the art of napping and features a voiceover that softly communicates "Wonders can come out of the blue." The ad features a woman tossing pillows onto a couch. magically transforming into a cat and taking a sublime nap on the comfy IKEA couch.
Trend Themes
1. Nap-friendly Furniture - Opportunities lie in exploring designs that prioritize comfort and relaxation in furniture products.
2. Small-scale Product Focus - Businesses can tap into specific products and effectively communicate their value to potential customers through targeted ads.
3. Tranquil Branding - By focusing on feelings of calm and relaxation, businesses can appeal to consumers seeking stress relief in their everyday lives.
Industry Implications
1. Furniture - Furniture companies can innovate by offering products designed with the nap experience in mind.
2. Marketing - Marketers can create effective campaigns by targeting specific products rather than entire room setups.
3. Wellness - Businesses in the wellness industry can leverage the emotional benefits of napping and relaxation to market their services and products.

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