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.