Chandni.Mathur@expressindia.com

Campaign: Let’s Relax
Brand: IKEA
Company: IKEA
Agency: Acne

Rating: ***1/2

The Ad

Giving a peek into the Victorian era, the ad opens on a family seated at the dinner table. Giving a feel of social media in the no-smartphone era, the family must wait before they dig in as the father calls in a painter to first immortalise the food. The painting then goes around the entire community in a horse carriage for approvals, or in this case, likes! Only when it has been appreciated by many, does the satisfied family go ahead with dinner. ‘It’s a meal, not a competition’ reads the super from IKEA as the ad concludes by returning to the 21st century where the same father clicks images of the food to post on social media, before the family can finally grab a bite.

Our Take

Are you someone who loves to ‘Instagram’ their food constantly? Or are you on the other side of the table, exasperated as your friend /family member takes pictures of the food from every angle, even as your tummy rumbles? Then this ad is surely for you.

“Let’s Relax,” says IKEA in its latest global ad as it attempts to tell viewers to take a break from ‘social eating’. The ad hits bullseye in presenting the concept, and making viewers imagine what life would have been like if people in the 17th or 18th century were as obsessed with social media likes as today’s generation.

IKEA pokes fun at social addicts and puts across its message that a meal is meant to be had together in a relaxed way. On IKEA dinner tables, preferably. What is interesting is that IKEA goes back in time to compare our current compulsion to post every detail of our life online, in a bid to present a picture perfect version of ourselves. Thus, the message, Let’s Relax.

Based on its latest research which indicates that our collective concept of home is shifting, IKEA wants to remind viewers that disengaging from the outside world and appreciating the luxuries of a dinner table have value, too. The research reveals that we spend more time online, and social media has become an important place for us to develop our relationships.

An interesting ad, matched by interesting execution. Clearly, the attempt here is to entertain, with brand-building thrown in on the side. But we wonder if IKEA’s brand message comes across loud and clear. Could this be a case of a great ad that does little for the brand? Will you buy a dinner table from IKEA after this? And the more interesting question is, will people stop clicking and posting pictures of food after this? Ironic that the film has gone viral.

@chandni_mathur