Ikea addresses the hard hitting issue of divorce [VIDEO]

Ikea is a company which clearly does not shy away from addressing topics which are otherwise a taboo in the society.

For instance, in its new ad, created by Stockholm agency, Åkestam Holst, and directed by Martin Werner at Bacon, the company tackles the issue of divorce in way never seen before. Instead of painting a moralistic picture, the video has a taken a non-traditional approach to tap the consumer psyche.

The ad is a part of a new communication approach launched by Sweden in its home ground. The concept which expresses and highlights its presence in its consumer’s life by trying to give them what they exactly require is the first television commercial in a series of nine.


Highlighting the thought behind this concept, the agency tells Adweek that consumer lifestyle sparks the inspiration to develop products and solutions that fit with everyday life in an even better way.

The agency also focused on the point that living in two homes with divorced parents is a reality for many children in Sweden. By means of this ad, Ikea hopes to ease this situation and perhaps also ease some bad conscience among single parents and help acknowledge the children.

Globally, Ikea has appointed Dentsu Aegis Network and Group M as its media agency partners. This concludes a media pitch process which started in March this year and worth an excess of US$400 million.