IKEA's newest 3D billboard in Times Square is a change of pace from the usual fast-paced and flashy ads.
The furniture giant's latest collaboration with advertising giant Ogilvy and director Joshua Kissi features a 15-minute video running on a continuous loop.
It features a person going about their day in a bedroom scene that changes from daytime to nighttime. Hanging 27 feet above the ground at 47th and 7th Avenue, it's a slice of life for all to see.
Additionally, IKEA launched a TV spot titled "The Place to Be" highlighting JOMO: "the joy of missing out." Featuring a massive cast of quirky characters, the humorous spot is an ode to people who prefer to stay at home.
It opens with a woman getting home from work, sighing in relief as she prepares to jump into bed. She sets her phone down, ignoring the incoming text messages. As she picks out pajamas to wear, friends and party guests begin to show up outside her house, representing incoming text messages.
Peering in through the windows, they invite her to join them in their festivities. Instead, the woman shuts the curtains on them to relax on her bed. The spot leans into moments that resonate with introverted personalities, highlighting the ease and comfort of being at home.
Creature Comforts
The spot is set to a soundtrack produced by Venezuelan artist Yarge, with English and Spanish versions running across TV, digital, and social media.
"We are on a mission to create a better everyday life for many people, and quality sleep has a key impact on our physical and mental wellness," IKEA U.S. communications manager Christine Whitehawk explained.
Whitehawk went on to emphasize IKEA’s focus on helping shoppers furnish their homes to improve sleep through six Sleep Essentials:
- Air quality
- Comfort
- Decluttering
- Light
- Sound
- Temperature
"Our sleep campaign showcases how Ikea can be your ultimate destination for creating a restful, stylish, and budget-friendly space," she concluded.
