It seems like all I am writing about these days is TV adverts...I promise this isn't because I just sit watching TV every evening (cough....cough...), it just so happens that the humble advert has become much more than just an advert.
Anyway,I came across IKEA's latest advert online today and thought it worthy of comment. In my opinion IKEA is pretty good at advertising and keeping their messages clear...and of course we all remember that bed springs advert - who could forget that?! Yet, I have to admit that I'm on the fence with this one.
On the one hand it takes the - now everyday - occurrence of food Instagram-ing and turns it on its head to show just how obsessed we have become, instead urging us to relax and enjoy meal times together - in your IKEA kitchen of course. But on the other, I'm not too sure it really sells is the merits of an IKEA kitchen. What makes an IKEA kitchen different and why would being in an IKEA kitchen stop you from conducting a photo shoot with your meal.
Is it just me or are brands trying to make us think we're not watching adverts when really we are?
But, wait, hold the phone. Maybe this was the objective after all; to get people talking about the advert and therefore remembering the brand over the products. In which case, it looks like I've fallen for it. Hook, line and sinker.
Published just a few days ago, the short video has already been viewed about 2.5 million times on YouTube. Of course, this isn't the first time an Ikea ad has gone viral. (Just check out this beauty from two years ago.) But this one seems to get better every time I watch it. (Did you notice the painting hanging on the family's wall, at the end?) What makes this ad so great is that it plays on the ease with which we lose balance in life. Ironically, an app that began as a way to reconnect, relax, and pass the time has inspired, at times, stress, a spirit of competition, and fear of missing out.