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.