Campaign SpotlightPress Release

Watch IKEA shatter the home perfection myth

OSLO, NORWAY — For decades, furniture company IKEA has shown how beautiful homes can be. In its newest campaign, however, it boldly admits that “life is not an IKEA catalog.”

The commercials show the illusion of a picture-perfect IKEA catalog home being invaded by life itself. Rather than just showcasing its new products in the usual inspirational way, viewers see furniture peed and vomited on, and destroyed at a party. IKEA then shows viewers how its products are designed for life’s big and small challenges.

One of the films, showing a mom violently throwing up while trying to play with her toddler, has caused a stir in Norway. While some found the film a bit gross and disturbing, most were positively engaged and praised the film for showing a relatable side of a not-so-perfect life.


IKEA’s Head of Marketing Communication, Annika Mørch Asté, said, “IKEA products are made to let you handle the every day because we believe that furniture and your home are meant to be used. Sure, it’s a bit rough to see our products on TV covered in vomit and dog pee, but life isn’t always neat and tidy, so we think it’s great that the campaign can reflect just that,” she concludes.

“With this campaign, we wanted to showcase the more honest sides of life at home and how our products are designed to withstand daily life. Good design does more than just look great in a catalog,” said Celin Kjenslie, Country Marketing Manager at IKEA Norway.

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