A Short Teaser Ad Shows the Dynamic Use of IKEA Material in a New Line
Riley von Niessen — July 13, 2016 — Art & Design
References: youtube & highsnobiety
A recent collaboration with a Danish furniture company known as 'HAY' has led to a new commercial that showcases the versatile use and quality of IKEA materials.
The ad begins in darkness, with the sound of a rolling glass ball interrupting the surrounding silence in the video. It rolls through an empty house and comes to a white rectangular box that sits at the center of a room. The box begins to melt and the wood floor breaks open, reforming itself into a dream-like twisted structure. String unravels from a spool and weaves a gray fabric in the air which rotates around the room with elegance.
The screen turns black and the rolling ball is reintroduced, along with text that promotes the upcoming collaborative collection. Though no furniture is actually shown in the ad, the video teases the IKEA material used for its creation in order to generate consumer excitement. The video has an enchanting quality that makes its craftsmanship seem magical as well, giving the collection a positive correlation as it is shown transforming the home.
The ad begins in darkness, with the sound of a rolling glass ball interrupting the surrounding silence in the video. It rolls through an empty house and comes to a white rectangular box that sits at the center of a room. The box begins to melt and the wood floor breaks open, reforming itself into a dream-like twisted structure. String unravels from a spool and weaves a gray fabric in the air which rotates around the room with elegance.
The screen turns black and the rolling ball is reintroduced, along with text that promotes the upcoming collaborative collection. Though no furniture is actually shown in the ad, the video teases the IKEA material used for its creation in order to generate consumer excitement. The video has an enchanting quality that makes its craftsmanship seem magical as well, giving the collection a positive correlation as it is shown transforming the home.
Trend Themes
1. Collaborative Marketing - The collaboration with HAY and the use of a teaser ad showcases the benefits of collaborative marketing for furniture companies.
2. Material Innovation - The enchanting nature of the ad highlights the potential for material innovation in furniture design and marketing.
3. Experiential Advertising - The dreamlike qualities of the ad demonstrate the potential for experiential advertising in the furniture industry.
Industry Implications
1. Furniture - The ad promotes the upcoming collaborative collection, highlighting opportunities for furniture companies to collaborate with other brands to create new, innovative products.
2. Marketing - The sentimental quality of the ad showcases opportunities for creative and enchanting marketing campaigns in the furniture industry.
3. Materials Science - The versatile use of IKEA materials in the ad suggests opportunities for materials science research and development within the furniture industry.
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