Ikea’s ad in the UK took a surprising turn when it created a completely fake brand to showcase its products.
Conceptualised by UK-based creative shop Mother, the ad aims to change how IKEA kitchens are perceived.
The video kicks off with a seemingly luxurious ad, complete with a cello player in the background and soothing music to boot. The video is shrouded in classic dark tones and lighting to upscale the sophisticated theme.
A man in a suit gives a tour around the kitchen, showcasing the features of the kitchen, from its durability of 25 years to customisable options.
The spot ends with a “So we lied about the name, but the rest is true.”
Where the man swaps his shirt out for the IKEA uniform, revealing that the entire up was part of an IKEA showroom.
The fake brand created was called Eureka Spiritsis. The name is an anagram for the phrase: Surprise, it’s IKEA.
The campaign went beyond the ad spot to even creating a fake launch event in the UK for the Eureka Spiritisis brand.
IKEA invited several influencers to the event to see the kitchen in person before revealing its real identity.
The ad campaign aimed to change the perceptions of how people saw IKEA kitchen and shed a strong light on three aspects of the kitchen. These were IKEA’s quality, design and service.
The campaign video has also been posted across the brand’s fitted kitchen section on its UK website.
