TV still
Silence the Critics
IKEA · 2019
- Agency
- Mother
- Campaign
- Silence the Critics
Analysis
A rabbit-shaped jug appears among household objects in IKEA's Christmas commercial. The campaign gives ordinary decorations voices that criticize a home's condition.
Object charactersHumorDomestic setting
Why it worked
The familiar household object makes the imagined criticism easy to recognize. A modest setting keeps the home improvement problem within reach.
Lesson
Give a familiar object a voice that expresses the customer's real concern.