Cult Swedish furniture brand IKEA has released an MTV Cribs-inspired TV spot to kick-off its latest brand campaign, ‘Show Your Savvy’.
Developed in partnership with London agency Mother, the creative showcases the art of thrift – and how IKEA can help cash-savvy Britons equip their homes without breaking the bank.
Drawing strong parallels with the hit 2000s show, the film focuses on a family man giving us the lowdown on his ‘crib’, boasting about the quality, sustainability and value-for-money of his home decor (which appears to be exclusively from IKEA).
The fully integrated campaign will be rolled out across TV, online video, broadcaster video-on-demand, cinema, social media and in-store.
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“This campaign is intrinsic to the core values of who we are at IKEA, baked into our DNA is the art of sustainability and affordability, allowing us to always be for the many people. The campaign is rooted in the insight that we can get as much joy when being savvy, as we do from being extravagant,” IKEA UK & Ireland country marketing manager, Sarah Green said.
“We want to showcase the different ways that we can support people to embrace thriftiness, and help them live richer lives by making smart choices. Not just through our range of savvy products, but also through our solutions, home furnishing expertise and services.”
A series of 11 films is also set to be released via social media, tying into hype culture and social media trends and celebrating IKEA’s core brand values.
