Loosely speaking, each of us falls into one of two camps. There are people for whom shopping sparks more joy than a cleanaholic settling down for a night in with some Toilet Duck and Marie Kondo videos, and then you have those who’d rather do pretty much anything than traipse around a mega-mall of a weekend.
Canny as ever, Ikea has decided to base a new campaign around this split. Overseen by Mother’s London outpost, the Swedish big-box-store big boys latest attempt to shift even more bookshelves, teeny-tiny succulent meatballs — they currently sell around 730 million of the latter a year — sees them working with animation duo the Layzell Bros for a series of quirky vignettes.
We Love the Things You Hate is an attempt to convey how Ikea, yep, loves doing the things that many of their customers hate. They’ll sort you out with van rental, deliver those over-stuffed blue bags directly to your front door, and they’ll even let you helicopter your kids into an in-store creche while mum and dad have a whispered row about towels.
As you’d expect from the transatlantic animation duo, the visuals are bright and breezy, lending the campaign a suitably cheeky and cheery air, perfect for a week where spring seems to have decided to hover back into view.
Aimed at the UK audience, these short clips are available to view below. The campaign sees Mother tacking a slightly different tack, with other recent work for Ikea focussing on the company’s sustainability drive.
- “What do we want for the future?”: Chloé Wary’s comics are all about female empowerment
- Illustrator Lasse Wandschneider on his abstract and experimental take on the world
- HelloMe celebrates its tenth birthday and reflects on the past decade of design
- Made you look! It's Nice That takes over Coal Drops Yard with Double Take
- Photographer Tommy Keith examines familial life, having been conceived via sperm donation
- “It’s like you’re a doctor in an emergency room. It’s high pressure”: Christoph Niemann on his creative career
- Hit Netflix show Abstract announces the six creatives starring in its second series
- Lego reveals first brand campaign in 30 years, Rebuild the World
- “I always thought Photoshop was a glorified MS paint”: James Lacey on his journey into design
- DixonBaxi launches a new club identity for AC Milan
- Wang Zhi-Hong on his shifting approach of “hiding information” in graphic design
- “We are adamant that our projects pass the test of time”: Principal on its designs for Yoko Ono and Pierre Dorion