IKEA: 2 sides to every story

by thewheatandthechaff

IKEA ‘Make Room for your Life’

The new year brings with it the the opportunity to celebrate new beginnings in life by buying yourself  some flat-pack furniture, according to IKEA at least. The brief is quite clear but, of course, there are plenty of different ways to respond to it. And it’s funny to see how the UK and Germany executed the same campaign with two completely opposite approaches: a new life as a couple vs a new life as single.

First up from the UK and Mother is the ‘Living Together’ music video, which tells the story of how IKEA’s storage solutions can help you making room for a new life together.


The flip from Germany and Grimm Gallun Holtappels/Thjnk encourages consumers to let go a past relationship baggage by looking at fresh interior designs.


Either way, in the end, there’s a message of hope for all.

IKEA are of course long-known for their playful and inventive advertising, and these two spots are nice additions to the brand’s impressive body of work, but below are my two all-time faves:

From Mother again, the brilliant kitchen parties promo:


And, from the wonderful Spike Jonze, this absolute high-watermark of oddball melancholy genius from 2002: