Ikea’s ‘fight boring’ brand revamp pays homage to Brave Heart
Swedish home furnishing goliath Ikea has revamped its brand positioning around the need for Australians to be more imaginative with their home furnishings.
Created by The Monkeys, the ‘Have a gö’ campaign pays homage to Mel Gibson film Brave Heart.
http://youtu.be/f9NsGytJz3I
Though the TV spot will spearhead the launch, outdoor, print, radio, digital, social media and PR will follow in the lead up to the launch of Ikea Springvale in Melbourne on 8 September.
it appears the monkey’s love a bit of homage action, with their recent homage to BBC’s Perfect Day for the Opera House and their homage here to Braveheart, or more likely the Big Ad. Seems there’s good business in reinventing that which has gone before you
Some inspiration from Ebay’s Big Hunter TVC in 2008?
https://www.youtube.com/watch?v=t1Uv__ZCykk
i can see what ikea want to do, but i doubt they have the budget or capacity to promote this message for long enough for it to take hold. let’s face it, sweden has well-established “boring” credentials with volvo for example, and from my visits to ikea I don’t see them as anything like a Space. so why fight the reality in our minds? instead they should focus on all that we already believe about the brand, a lot of which is good and has rich creative territory. this one is a miss for me.
It’s bloody horrible and makes me rethink my next Ikea visit! 🙂
Funny how brands always rally against their own insecurities…small cars are always big on space; coco pops are a healthy breakfast choice, and oh, look honey that couple standing next to us – losing the will to live in this robotic, moronic self-service checkout queue – are co-incidentally making over their living room with the same non-boring Eiffel Tower print, non-boring rattan rug, and non-boring beech-look coffee table…
No insight. Good idea. Average execution
what an excellently topical mob rioting through the city theme
Think Have A Go could theme work. Makes for quick and easy retail – new bookshelves from just $200? Have a Go. Promotes change – Have a Go at redecorating your lounge type stuff etc. Then there’s the use of ‘Go’ with ‘Bookshelves for $200. Go to Ikea’ type route. Or friend looks at mates crap living room – owner says ‘ i’m not good at that sort of stuff’ – friend replies ‘well, you could at least have a go!’ – cut to retail offer. Good line to get ‘furnishings’ churn going.
Loved it – rage against the suburbs
Good to see the TVC’s is alive and kicking. Wow Hamish and Russell Boyd as DOP. Huge.
‘Driven to Drink’ hit it on the head. What’s the difference between plagiarism and homage? Well it depends if ‘The Monkeys’ did it or not. PS The Big Ad was a whole lot better.
Ikea. Known world wide for boring furniture, boring accessories and boring kitchens and that ain’t gonna change.