Ikea's New Ad Is Made Entirely of Videos Shot at Home by TBWA Staff

A homemade spot for stay-at-home times

As agencies scramble to find ways to create advertising without being able to organize ad shoots, TBWA\Singapore figured it actually could shoot live action for its new Ikea spot—without leaving home.

The new :60 is comprised entirely of home video footage shot by TBWA staffers. It has a homemade vibe to communicate the joys of stay-at-home life.

Ikea | Making Home Count

"We wanted to celebrate all that we can achieve at home, from being creative, to being spontaneous, to adapting to the daily challenges of our new reality while keeping safe," says Andy Grant, executive creative director at TBWA\Singapore. "Making a homemade film about home felt like a lovely way to inspire and share an insight into what so many of us are experiencing right now."

"Overnight, our homes have become our office, playground, restaurant, and sanctuary all-in-one," adds Nigel Richardson, head of marketing for Ikea Southeast Asia. "At Ikea, we've always believed in the importance of home, and the home is more important now than ever in these times. We want to encourage people to stay inside, stay safe and remember to enjoy time with loved ones at home."

The Singapore spot follows an Ikea Spain spot that also extolled the virtues of home. But that earlier spot, from McCann Madrid, used existing images produced for another campaign.


Producer: The whole agency
Creative Director: Everyone
Writer: Someone or other
Actors: The agency ensemble
Editor: Indefatigable hero
Director: Anyone with a camera
Sound: Anyone with a camera
Music: Someone with a good ear and a piano
Client service: The whole agency
The star: Ikea

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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