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The IKEA Winter Sale Has Many Names in Post-Holiday Ad

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Ogilvy and SKUNK US place a humorous spin on holiday retail campaigns

The IKEA Winter Sale Has Many Names in Post-Holiday Ad

What is the best cure for the post-holiday blues? The IKEA Winter Sale and a big plate of meatballs! For the first time in over a decade, IKEA USA is launching a new campaign for its annual Winter Sale.

In the holiday retail season, where price points round out most retailers’ ad space, IKEA continues to take a different approach not calling out specific products or prices.

The spot, which was created by Ogilvy and directed by SKUNK's Mike Maguire, opens with a family, three generations in all, entering the store to discover it is time for the Winter Sale—A.K.A. the-save-up-to-50%-on-already-low-prices-Sale! A.K.A. the-start-2020-with-an-organized-and-refreshed-home-Sale! Shot overnight in IKEA’s Conshohocken store, the spot maintains a fresh and humorous tone. The ad ends with the grandfather making a comedic reference to the retailer’s iconic Swedish meatballs, of which IKEA sells over 1 billion a year globally and over 100 million in the USA.

'Call It Whatever You Want' replaces the 'It’s Not a Mistake' spot that the retailer has run since 2005 to promote the Winter Sale. The campaign is running on national television and CTV as well as across digital and social channels through January 5, 2020. The IKEA Winter Sale runs from 12/26/19 – 1/5/20.

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Creative agency: Ogilvy

Group Creative Director: Della Mathew

Associate Creative Director, Art: Monica Apodaca

Associate Creative Director, Copy: Andrew Chisholm

Producer: Josh Kornrich

Managing Director: Claire Morris

Account Director: Alexandra Bernal

Account Executive: Jenni Moseley


Brand: IKEA

External Communications Manager: Christine Whitehawk

Communications Specialist: Marques Davis

US Interior Designer Lead: Paul Anderson

Interior Designer: Charlene Tea


Production: Skunk US

Director: Mike Maguire

Executive Producer: Shelly Townsend

Producer: Bettina Schneider

DP: Bryan Newman

Production Designer: Tony Gasparro

Casting: Rebeca Yarsin

Post Production

Editorial/Online: Arcade Edit

Editor: Will Hasell

Partner/EP: Sila Soyer

Assistant: Sam Barden

Producer: Ellen Lavery

Flame Artist: Tristian Wake

Flame Assistant: Mark Popham


Colour: The Mill

Colorist: Fergus McCall

EP: Rochelle Brown

Producer: Evan Bauer

Production Coordinator: Lucy Gatanis

Color Assists: Aaliyah Lambert, David Franzo, Calvin Bellas, Andrew Ceen


Audio: Sonic Union

Mix Engineer: Steve Rosen

Audio Post Producer: Pat Sullivan

Genres: Comedy, Dialogue

Categories: Retail and Restaurants , Retail Stores

Ogilvy North America, Mon, 30 Dec 2019 14:14:26 GMT