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Shop smarter. Look better. Browse faster. Live longer. Work harder. Be happier. Whether blatantly or subconsciously, the “-er” messaging in the majority of advertisements reinforces the notion that life is somehow a competition – against ourselves, our neighbors and even just the norm. As I mentioned once before, believe the best ads lead consumers to issues, not products.
Clearly, Ikea reads the blog.
This is perhaps the only time I’ve ever enjoyed being openly mocked.
Ikea’s new “Let’s Relax” commercial is funny, provoking and insanely clever. I actually laughed out loud, for once! The poignant message feels like a breath of fresh air – especially for those in the PR/advertising world. Plus, men in tights are universally entertaining. Instead of go, push, do, the message is sit, feel, experience. And if this happens around an ash veneer Lisabo table from Ikea, even better!
According to AdWeek, the commercial’s inspiration stems from Ikea's latest Life at Home report, which tells us that, in Shanghai, 49 percent of respondents think it's more important to have good wifi than to have social spaces at home, so they can nurture relationships without having to be out. So often, the social technology that promises to unite and inspire us fosters isolation and a skewed sense of self, instead.
In a society where social media encourages us to constantly market our “brand” and broadcast our lives, Ikea hilariously reminds us there is another way. Despite the slimy stigma of advertising, I admire companies who promote health and wellness over competition – even if profit is still the bottom line.
These days, more companies are choosing to be intentional with their messaging, and I think this untraditional trend will help set forward-thinking companies apart. It’s nice to hear a new tune, don’t you think? Follow Ikea’s lead. Stop competing, look around and be inspired by the present.
For once, do exactly what the commercial says. Relax.
