Buff Teddy Bears Make Home a Haven in Mother's IKEA Campaign

IKEA has announced the launch of a new integrated campaign from Mother highlighting the importance of having a home where people feel happy and ready for anything.

The campaign takes on the everyday challenges that stop the home from being a haven. Whether that’s work interrupting playtime or the stresses brought home from the day; IKEA’s mission is to help customers achieve the space they deserve.

Launching across the UK and Ireland from 4th October, the campaign will appear in store, broadcast TVC, VOD, radio and digital media. OOH will also be going live from the 18th October.

The TVC opens on a teddy bear, surrounded by other stuffed toys in a child’s bedroom. He looks out the window and sees a little girl and her dad rushing home through the rain – her wearing a muddy football kit, and him in work clothes, holding his briefcase over his head.

Upon seeing the pair arriving back home, the teddy bear stands up to reveal some mega muscles. Two more muscly teddies are seen guarding the front door like bouncers at a nightclub. The super stacked teddies set about doing everything in their power to make sure that dad and daughter get to enjoy a fun evening in their haven, without any interruptions.

As playtime begins, the buff bears are seen lifting a sofa from the floor and pumping iron in their utility room-come-gym. A work call on dad’s phone threatens to disrupt the fun, but a brawn bear crushes it and hides it in the desk, making sure nothing gets in the way of dad and daughter enjoying their den building.

Finally, after an evening of fun in a homemade den everyone is worn out and it’s time for one of the bears to carry the little girl up to bed. A fox rummaging in the bins outside almost wakes her, but the bears chase it away. Once again protecting the family and ensuring that their home remains a haven. 

The voiceover proclaims: Every home should be a haven. IKEA. The Wonderful Everyday.

Alongside the TV campaign, IKEA has an OOH campaign going live at launch. This, again, brings to life the idea that home should be a haven where customers can find solace from everyday stresses and distractions.  

Across social, a series of comical films debunk cliches of how to create a calm, happy home by borrowing from meme culture to show the IKEA way of creating a haven. The narrative continues for a wider radio campaign.

In store activity will further support the campaign, with bookable workshops and sessions for customers across the UK.

At the heart of the campaign remains IKEA’s product range. Designed to create a space to feel happy and comfortable, it includes everything from plants and candles to help people unwind; through to clever storage solution that free up space to play and have fun.

Kemi Anthony, marketing communications manager at IKEA, said: “As the foundation of our well-being and happiness, at IKEA we believe that everyone deserves a home where they feel safe, happy and comfortable, wherever they live.” 

“Whilst there are all kinds of everyday stresses and strains that can prevent home from being the haven it should be, we’re committed to helping our customers overcome these challenges where we can, with our new campaign calling for everyone to create the space they deserve, and a home life they love.” 

The campaign is supported across paid and owned channels, with bespoke content created for Instagram, YouTube, Facebook, and Pinterest and by CRM.