Ikea continues its relatable advertising
VML has launched ‘DIY by IKEA’, an ingenious campaign for IKEA / Al-Futtaim that playfully highlights everyday fixes.
‘DIY by IKEA’ is designed to showcase IKEA's affordable product range as clever solutions for everyday household mishaps and wear and tear. The campaign employs a series of before-and-after visuals, demonstrating how IKEA's Scandinavian design can transform common household eyesores into stylish features.
Set to roll out across the UAE, Qatar, Egypt, and Oman in April 2025, the campaign presents a fresh perspective on home improvement during a time of rising repair costs. It employs a minimalist aesthetic across multiple channels, including film, out-of-home, and print advertisements.
IKEA is also targeting homeowners at key decision-making moments, with pre-roll ads appearing before DIY YouTube videos. The ‘DIY by IKEA’ campaign represents a paradigm shift in home improvement, offering consumers an alternative to expensive repairs through clever design solutions.
The campaign was created by VML UK, with a talented team including chief creative director Ryan McManus, executive creative director Juliana Paracencio, copywriter Zebedee Devey Waterhouse, and art director Jasper McIver. The production was handled by Curious Productions, with Dan Humphries as the director and photographer.
Our take
IKEA's recent spate of ads have played up to the brand’s relatable, everyday solutions, never taking themselves too seriously. Good design is usually at the forefront, but when more serious issues are dealt with, the brand is happy to put it on the back burner.
‘Do Try This at Home’ by Ingka Group launched in February 2024 as part of the brand’s new creative idea "Home can do it," which aims to show people that with IKEA, home can be an affordable driver of happiness, even amidst the cost-of-living crisis.
‘Proudly Second Best', by INGO Hamburg, meanwhile, garnered acclaim for its unique approach, where IKEA products take the backseat in celebration of the special bond between parents and children.
Throughout its long advertising history, IKEA has been successful because it sticks to its commitment to creating a better everyday life for the many, emotionally connecting with people regardless of culture, living situation, or age, with a consistent voice to side with the many. VML’s recent effort is no exception.
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