IKEA Canada Proves Affordable Luxury Is Possible in New Ads from Rethink

IKEA Canada has launched a new campaign that shows us that a high-end lifestyle doesn't need to be expensive. 

Made together with independent advertising agency Rethink, IKEA's latest campaign is marked by three spots that spoof luxury brand advertising tropes, only to prove that what they depict to be high-end is actually within reach with IKEA's affordable offerings. 

Through "Actually, It's IKEA," the Swedish brand wants Canadians to know that it offers well-designed yet cheap solutions to live better — from its bed sheets to its sleek chairs and glasses. 

The campaign will air on broadcast, out-of-home (OOH), as well as digital and social media efforts until April of this year.

By mimicking and poking fun at aspirational brand tropes, IKEA's brand marketing strategy lets audiences know that it can get playful while reinforcing its commitment to housing-accessible and affordable home design options. 

Partnering with ad agencies that understand the brand’s identity and goals is key to crafting campaigns like IKEA's.

Luxury Meets Affordability

The first of three spots starts off with a woman elegantly spraying perfume over her body, standing against a bright, sunlit living room. 

Similar to luxury perfume ads, billowy fabrics start to fly around her in slow motion.

"Suspended in midnight's embrace. So elegant. So serene. So... flowy," the narrator shares. 

Suddenly, the floating sheets begin to come down, revealing that they were actually IKEA's "Dvala" sheet set, which retails for $34.99.

The second spot follows the same premise, with a model rocking poses, as she carries, cradles, and sits on a chic black chair. 

Later on, it's revealed that the chair was actually just the $45 "Teodores" chair in black.

Meanwhile, the last commercial sees a rich, old man submerging his glass into water, skimming through his whisky bottles to pour himself a drink.

"Legacy in a glass. Crafted for moments worth savoring. An unforgettable story, told with every pour," the narrator says, as cinematic music plays in the background. 

The montage of cocktail-making sequences cuts abruptly, revealing that the glass the man was using is actually the $5.99 "Pokal" from IKEA.

Previously, Rethink and COBS Bread sparked a pronunciation debate for National Bagel Day in a new campaign.