IKEA Encourages Us to Harness Our Imaginations in 'Come Home to Play'
Christopher Magsambol — November 11, 2015 — Marketing
IKEA's 'Come Home to Play' ad puts a fantastical twist on the furniture retail giant. The ad begins in an imaginary cartoon world, with islands in the sky and bats and birds helping a robot fly. The delightful animated story is accompanied by catchy tune in the background, and its abstract narrative may leave viewers confused.
Although most of the ad seems divorced from the brand, the conclusion makes IKEA's message clear. As the camera makes its way through a purple cloud, the visual switches over to live action and shows a dad play acting with his children using a toy bat, bird and robot. In 'Come Home to Play,' IKEA is promoting the message that your home should be a fun place where your imagination is encouraged to run wild.
Although most of the ad seems divorced from the brand, the conclusion makes IKEA's message clear. As the camera makes its way through a purple cloud, the visual switches over to live action and shows a dad play acting with his children using a toy bat, bird and robot. In 'Come Home to Play,' IKEA is promoting the message that your home should be a fun place where your imagination is encouraged to run wild.
Trend Themes
1. Fantastical-advertising - Creating imaginative and fantastical ads that capture viewers' attention and leave a lasting impression.
2. Abstract-narrative - Using abstract storytelling techniques to engage audiences and evoke emotions in advertising campaigns.
3. Promoting-imagination - Promoting the idea of embracing creativity and imagination in everyday life and in the home.
Industry Implications
1. Furniture-retail - Opportunity for furniture retailers to integrate storytelling and imaginative concepts into their advertising strategies.
2. Animation-production - Creating animated content that captures attention and leaves a lasting impact on viewers.
3. Toy-manufacturing - Aligning with the message of promoting imagination and playfulness in homes through the creation of innovative and imaginative toys.
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