IKEA's Allen Key Ad Comments on IKEA's Style Versus Its Perception
Joey Haar — November 13, 2017 — Art & Design
References: youtube
IKEA is known for its cheeky commercials, and the recently released Allen key ad for IKEA Spain shows that the brand is well aware of its perception in the eyes of consumers. The dramatically shot ad is a tongue-in-cheek take on IKEA furniture's price as compared to its actual appearance, teasing the idea that IKEA could never make an appearance in the houses of the wealthy.
The ad begins with a matron of a massive mansion finding an Allen key on the ground and proceeding to hunt for the owner of the peasant's tool. The implication, of course, is that nothing built with an Allen key could ever be welcome in the estate. None of the workers around the grounds fess up, and finally the husband comes home to cheerily admit that he built a piece of furniture in their living room — a piece that his wife can't recognize anyway.
The ad begins with a matron of a massive mansion finding an Allen key on the ground and proceeding to hunt for the owner of the peasant's tool. The implication, of course, is that nothing built with an Allen key could ever be welcome in the estate. None of the workers around the grounds fess up, and finally the husband comes home to cheerily admit that he built a piece of furniture in their living room — a piece that his wife can't recognize anyway.
Trend Themes
1. Cheeky Advertising - Opportunity for brands to use humor and satire in their ads to engage with consumers and challenge perceptions.
2. Perception Vs Reality - The chance for businesses to address the gap between how their products or services are perceived and their actual value.
3. Brand Awareness - The potential to create memorable ads that generate buzz and increase brand recognition and recall.
Industry Implications
1. Furniture Retail - Innovative strategies can disrupt the furniture retail industry with creative marketing campaigns that challenge traditional norms and promote unique value propositions.
2. Advertising and Marketing - Opportunities exist to rethink advertising and marketing approaches by incorporating humor and irony to captivate audiences and differentiate brands.
3. Home Decor - Disruptive innovations in home decor can focus on creating products that challenge mainstream perceptions and cater to diverse consumer preferences.
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