Ikea wipes the floor in the Christmas Advert battle 2019

If you haven’t watched it yet. Do it now. “silence the critics” the new ikea Christmas tv ad is a pure piece of marketing brilliance. 

It wipes the floor in the Christmas tv battle this year.

Clear message. Perfectly timed, and stands out so loud from the cute dragons and Dickensian themes of the rest of the retail monsters ..badabudbud. 

Yes consumers gobble up wheelbarrows full of shiny Xmas stuff in at this time of year, but there’s so many consumers consuming its also the best time to sell everything else. 

Ikea have tapped into a brilliant consumer mindset with their positioning of . silence the critics. Lots of people host at Xmas.

Friends family parties etc. They want their houses to look great. They want complements not criticism. 

Ikea can solve that problem for you. Stylish, great value, complete trend collections of Homeware products that you can go and pick up today! Ie well in advance of Christmas. Timing nailed. 

If this ad grabs your attention then blam your on board. It’s like you’ve instantly forgotten how horrific actually going to ikea is. But wait. They now finally sell online. Blam. Strike two! You can literally go and buy right this second with a few swipes and presses. Convenience nailed. 

But will it grab your attention? 

And Will it get in front of your eyes in the first place?

Integrated marketing campaigns built around a central all bells and whistles TV mini story advert are now cleverly built into our everyday lives. 

Data, cookies and algorithms dictate what gets in front of your eyeballs in a much more sinister way than before. 

Even if youve hovered over something on your newsfeed, the algo will have flagged you to see that content next time you log on. 

Probably a lot, especially if the next time you actually click on it. They even have “im seeing this too much” get out clauses for hells sake. 

But it’s just clever marketing right? It’s all about getting it in front of the right diced and sliced consumer demographic. 

 if you’re reading this then it’s likely you’ve already been scooped up into the customer journey by the wonderful everyday. Distribution nailed. 

All of this can be great but if the ad is shit then it’s all a waste of time. It’s not shit. It’s genius. creatively the execution is second to none. 

Ikea have delivered outstanding creative impact. 

Subtle opening but Then blam something so dirty inside your ears. Diiiirrrttttyyeeee squeezes out of a grubby ceramic rabbit storage jar and we are off. 

What. The. Actual. Fuck. 

Attention nailed. 

D double E’s vocals are special throughout. Lyrically phenomenal to rap about such mundanity; wall cracks, curtains and mirrors. Fresh n clean has now been released as a single due to overwhelming demand. Brilliant stuff. Building the story.  

Ikea approached him to collaborate on their seasonal campaign. What a statement. Grime appearing on a Christmas ad for the first time. Why not. It will certainly stand out from the jingle bells all around it. 

Darren Dixon has been active for 21 years. This man has grafted. For 21 years. What an opportunity and what a special commitment from ikea to give exposure to someone that has clearly earned it. 

So the Christmas advert checklist; 

Cute animal ?

Cute kid ?

Brilliant music with a relevant vocalist ?

Misunderstood outsider ?

Faithful sidekick ?

Humour ?

Happy ending ?

Merch opportunities ??

If you want a cute “merchandise friendly” group of characters this mob could truly deliver the bacon. My favourite T. rex Delivers the final conclusion and call to action. This mess is unacceptable. 

Very very. Very very. Very very very. Unacceptable. If you’ve not watched it yet then I’ve probably lost you at this stage. 

Ikea has ticked all the boxes, grabbed attention and stands head and shoulders above in this years battle. 

Ikea. Christmas is yours. Would you like it served on one of your platters?