IKEA Malaysia introduces ‘Casa Capables’ to show the joy of staying home

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IKEA Malaysia has launched a campaign film that puts a playful twist on home living through the story of “Casa Capables”, created in collaboration with creative agency Fishermen Integrated.

The film introduces The Capables, a typical Malaysian family whose names playfully reflect their newfound abilities at home. Father Able, mother Mable, daughter Annable, and little Isable take viewers on an awkward yet charming tour of their newly transformed home, showcasing how IKEA products have turned once frustrating spaces into enjoyable, functional, and affordable living areas.

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From kitchens that were once cluttered and hazardous to dining rooms overrun by laundry, The Capables’ home evolves into a series of spaces that are enjoyable, delectable, comfortable, customisable, and sustainable.

A kitchen now equipped with clever cabinets and organisers, a dining area with sturdy dinnerware and functional seating, and a living room anchored by a cosy, interchangeable sofa illustrate how IKEA furnishings can improve everyday life. Bedrooms once buried in clothes now benefit from thoughtfully designed wardrobes and organisers, while practical, planet-friendly storage solutions help the family cut down on waste.

Andrew Perera, creative director at Fishermen Integrated, explained that the campaign was inspired by Malaysians spending more time at home due to rising living costs. “We wanted them to want to stay home instead. By showing them that having a dream home is affordable with IKEA, we told the story of The Capables, a relatable mixed local family, to demonstrate how a typically Swedish retailer could help Malaysians truly fall in love with their homes,” he said.

Perera added that each family member’s story allowed IKEA’s benefits to shine. “IKEA’s products give people several benefits. Being enjoyable, delectable, comfortable, customisable, sustainable, and most importantly affordable."

"We felt this was best expressed through a family who were also able to do anything, literally — being Able, Mable, Annable, and Isable — and their personal stories of how IKEA furnishings helped them fall in love with staying home," he added.

Balancing humour, relatability, and product storytelling was one of the campaign’s creative challenges. “What’s real doesn’t always gel smoothly with product storytelling, or make interesting viewing,” said Perera. “Our solution was to use humour to connect product usage truths with real Malaysian home insights faced by The Capables.”

The campaign ultimately aims to encourage Malaysians to see their homes in a new light, wanting Malaysians to realise that no matter who they are or the homes they have currently, they can afford to make it enjoyable, delectable, comfortable, customisable, and sustainable with IKEA. “They don’t need expensive built-ins or luxury designs from conventional furniture stores," said Perera.

Earlier in June, IKEA Malaysia kept it real its Father’s Day with a campaign that celebrated something every dad has mastered, falling asleep in his favourite chair. Created with Fishermen Integrated as well, the campaign turned the familiar sight of dad dozing off, remote in hand, into a cheeky and heartwarming tribute.

In tandem to visuals, IKEA has released a video on Instagram where various dads are seen resting and reading the IKEA brochure in store. The accompanying text reads "The best dads deserve the best seat in the house," said Perera.

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