IKEA shouts out prices in TVC via The Monkeys
Home furnishing expert IKEA has debuted a retail TVC with a message focused squarely on quality and price, delivered in the brand’s established quirky and humorous style via The Monkeys.
The 30-second TVC opens to a father shouting loudly in front of his sleeping baby. The man, it transpires, is an IKEA coworker, who has been deafened by a series of customers who upon seeing the new lower prices of popular products in store, scream in succession.
The price-focused retail TVC aired last night on Sunday 19 August on both Channel Ten and Channel 7. The creative will also be running across video banners before appearing on air later this year, without catalogue specific messaging.
IKEA has announced that it will be offering a new lower price on hundreds of products released across the year, not in a single burst or in tandem with sale periods. With the new lower price proposition a key focus for IKEA, the products that boast new lower prices are not surplus or poor selling ranges, but are popular best sellers.
The new lower price messaging will be further supported through digital, social media, PR and a dedicated landing page where customers can explore the range of products on offer.
The 2013 IKEA catalogue begins landing in mailboxes from today (20 August) and is in store from 3 September, with 3.54 million catalogues distributed during this period. This year the IKEA catalogue offers access to additional content such as videos, image galleries and 3D models. Customers are invited to download the free IKEA App, hold their smartphones over the catalogue pages and access digital galleries, look inside furniture to see the craftsmanship and watch how-to videos, all available via the IKEA App or by visiting the IKEA website here.
Client: IKEA
Creative: The Monkeys
Media Strategy: Match
Media: MediaComm & Match
PR: One Green Bean
CRM: Lavender
21 Comments
Nice kmart ad.
THIS IS CRAP (screaming)
why are people screaming when they see the low price?
How do I know he “has been deafened by a series of customers who upon seeing the new lower prices of popular products in store, scream in succession” ?
…but this idea has been done several times before, including a whole sports series in the One Show (e.g. guy yells at funeral because he’s been deafened earlier by cheering fans, why? Because the team now has a larger stadium, boom-boom!) Which seems less of a stretch, somehow…
Worst IKEA ad ever.
à KRÄP ÅD
I think its funny. I have a small baby and my wife would make me a eunuch if i screamed. Made me laugh.
And no i am not Barney’s alter ego.
This is so bad. Sack everyone who touched it. terrible…..
Micah?
It’s embarrassingly shite.
A new dad would NEVER come home late from work at Ikea
From the Ikea website:
A parent-friendly environment
IKEA is a business, without a doubt, but it is our policy to put people first. And people have lives outside work that include families. That means we believe in a parent-friendly environment.
who screams when they see a low price at ikea? aren’t low prices the reason why people go to ikea? such a crap ad.
Great ad by Lavenders normal standards, they normally just do shit, oh……hang on.
Not saying anyone here has done a worse commercial.
But this is a brown shower if I’ve ever seen one.
Award school 101. Gerry Harvey must be pissing himself.
…once upon a time (about 6 months ago) everyone here would have heaped praise on this just because it came from The Monkeys.
Seems you’re all wising up. Good to see.
Pay peanuts, get Monkeys.
Alternatively, you could come up with a decent budget, and the agency will do the online research and find some great creative work they can remake for your brand.
Either way, you’re covered.
I think that’s actually the slogan used in their pitches. Pretty clever really.
What a mess.
And to think IKEA were renowned for their creative ads.
Sad.
Funny execution made me giggle. Farken long bow but. Where are the planners?
@ I’m In ARetail State of Mind
The Monkeys don’t need much of a budget to rip off an idea from a previous spot and ‘adapt’ it for your brand. It’s just what they do.
http://www.youtube.com/watch?v=CcntPNahVag