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    Apartment goes from hostile to homely in latest Ikea spot

    Retailer’s new campaign also includes a psychologist-fronted docuseries showing the importance of a welcoming home.

    Ikea has rolled out a new campaign by Mother London to remind shoppers their space ‘won’t feel like home, ‘til it feels like you’.

    At the heart of the latest marketing push is a spot that shows how a home can feel hostile until you make the touches that reflect who you are.

    It opens on a family as they move into their new apartment only to be met with a distinctly unwelcoming feeling. A doormat changes from saying ‘Welcome’ to ‘Who’s this?’, floorboards knock over stacked vinyl and a painting in the hallway rolls its eyes. 

    It’s only as the family unpacks that puts their stamp on it that the apartment starts to feel like a warm home.

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    20 and 30-second edits will run on broadcast TV, VOD and digital media, while the full 60-second version will run in cinemas across the UK and Ireland.

    Kemi Anthony, cluster marketing communications manager at Ikea, said: ”Where we live is part of who we are, so having a home that reflects our identity really matters. We want to showcase the different ways Ikea can help make home your own, from small touches to bigger revamps, there are products that cater to all personalities and styles. Our range is at the heart of this campaign and demonstrates that we design with the needs of real people in mind, no matter what their budget.”

    Meanwhile, across social media, a three-episode docuseries will be launched. Co-fronted by a psychologist, each episode will feature different stories of people looking to make their homes feel more like them. They will identify the challenge faced by each individual, then how home furnishings can solve it.

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    Credits

    Agency: Mother

    Production Company: Somesuch 

    Director:  Nick Gordon

    Director of photography: Tom Townend

    Editing: Sam Rice Edwards at The Assembly Rooms

    Sound: Jack Sedgwick at King Lear

    Post: Black Kite Studios

     

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