For better or worse, many of us around the world have never been closer to our homes.
As cities and, in some cases, entire nations have gone into quarantine to stall the spread of respiratory disease COVID-19, millions of people suddenly find themselves working from home or simply feeling locked in most hours of the day.
Ikea, perhaps the brand most synonymous with “home,” has created an ad touching on this surreal homebound moment. While the spot was created specifically for Ikea Spain, it was produced in both English and Spanish, and it’ll likely resonate with just about anyone around the world.
The ad was developed by McCann Madrid, which has created several clever and nuanced campaigns for the retailer in recent years. This time around, likely due to the rapid turnaround and limited production options amid travel lockdowns, the spot is relatively minimalist, but the brand still deserves credit for being both timely and sensitive to the range of experiences happening right now.
Here’s a look at the original version in Spanish:
The spot generally, and wisely, avoids a direct sales message—not that Ikea has traditionally been a hard-sales-push kind of marketer—though it notably squeezes in the suggestion that “maybe this is the time to rearrange the furniture.” While some mind find that a bit opportunistic, who among us hasn’t tackled a few random home projects in recent days? If nothing else, such small efforts at reorganizing can give you a fleeting sense of control, or at least provide a distraction.
Brand and Product: Ikea – #StayHome
Agency: McCann Madrid
Creative Concept and Idea: McCann Madrid
Alejandra De Luis
Javier Pascual Elena Rodríguez
Sonsoles San José
Planner: Juan Manuel Ramirez
Footage: Developed By Ikea Global
Postproduction: Craft Madrid