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Clever Creative: Putting the “P” in Perks

This new ad from IKEA Sweden, Åkestam Holst/NoA and Mercene Labs are really showing us what whizzes today’s scientists and engineers are.

Clever Creative: Putting the “P” in Perks

Posted Friday January 12th, 2018 by in Creativity + Art.

Remember last week when we talked about the advances in technology our world is making? Well, this new magazine ad from IKEA Sweden, Åkestam Holst/NoA and Mercene Labs are really showing us what whizzes today’s scientists and engineers are — especially when they join forces with a creative agency. Together, these brilliant minds have conceived of what could be, for some of its viewers, one of the most impactful ads ever.

See for yourself:

The “Where Life Happens” campaign by IKEA and Åkestam Holst/NoA has been quite successful in embodying its message, but never to this extent. After all, what’s more legit than an indicator right there on the page that a new life is happening for real. Talk about authenticity and appealing to the emotions of your customers.

IKEA’s ad is being widely talked about, a testament to its marketing genius, and it’s mostly garnering reactions of “Oui! Oui!” But it's also raising some questions, many of which were asked by the GEM creative department and probably you too. But no, the ad is not a coupon that parents-to-be have to bring to the store in order to get the special price, and the discounted price is available to everyone in the Ikea Family loyalty program. So in reality, the ad is an invitation to join the loyalty program and earn perks, not specifically for the crib. The pregnancy test is real though, although users may want to get a confirmation before you run out and buy baby furniture.

What do you think about this ad? Let us know in the comments on our social media pages!

If you’re looking for some clever creative of your own, feel free to contact us, and be on the lookout for next week’s installment of Clever Creative!


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