Ikea's Love Story Demonstrates the Bond Between Two Dogs
Ellen Smith — September 19, 2019 — Marketing
Ikea's Love Story ad uses the bond shared between two dogs to tell the story of the important role Ikea items play in a family's home. The emotional ad spot opens with two street dogs; a family of three stops to take of of the stray dogs home in their car, leaving the other behind.
Various Ikea items are introduced in a sequence of seemingly happy events: a blanket used on the couch the dog sits on, an attractive dog bowl, and a stuffed toy given to the pet flash across the screen. By the end of the ad, it's revealed that the dog has been offering his treats to the stuffed toy, prompting the family to go back to where they found the dog to retrieve his friend.
The ad closes with the reminder that a lot happens in a family home, and Ikea items are there to help provide with any challenge faced.
Various Ikea items are introduced in a sequence of seemingly happy events: a blanket used on the couch the dog sits on, an attractive dog bowl, and a stuffed toy given to the pet flash across the screen. By the end of the ad, it's revealed that the dog has been offering his treats to the stuffed toy, prompting the family to go back to where they found the dog to retrieve his friend.
The ad closes with the reminder that a lot happens in a family home, and Ikea items are there to help provide with any challenge faced.
Trend Themes
1. Animal-inspired Marketing - The use of emotional animal stories in advertising to evoke the viewer's empathy and connect with the brand.
2. Product Placement Ads - Adopting a narrative filmmaking approach in advertising with a view to put the product front and center.
3. Inclusive Advertising - Incorporating diverse people, pets and homes in advertising that embraces the diversity of the modern world.
Industry Implications
1. Retail Industry - Retailers can utilize emotional animal stories in their advertising campaigns to attract customers and enhance their brand messaging.
2. Consumer Goods Industry - Emotional animal ads can be useful for consumer goods brands to humanize their products and create emotional connections with their target audience.
3. Pet Industry - Pet accessories and food brands can highlight the importance of their products in maintaining and fostering bonds between pets and their owners in their advertising.
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