IKEA’s authentic everyday

In this controversial campaign created by Try, homeware brand IKEA has put a bold and brutally realistic twist on the picture-perfect homes we’re used to seeing in its ads. 

Directed by Morten Borgestad through Pravda, the three down-to-earth spots start off like the IKEA commercials we all know and recognise; beautifully-curated, clean, airy show homes without a house plant out of place. 

The rug is quickly pulled to reveal that "Life is not an IKEA catalogue", as we see a mother throwing up whilst playing with her toddler, a dog peeing on the bedroom carpet, and parents arriving home to the aftermath of their teenager son’s house party. 

IKEA Norway’s Head of Marketing Communication, Annika Mørch Asté, explained: "IKEA products are made to let you handle the everyday, because we believe that both 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”.