IKEA Funny Ads 2023 – controversial campaign

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TV Commercial Review

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A Gritty Reality Check or a Marketing Misstep?

The Swedish furniture giant Ikea has taken a daring departure from its usual aspirational marketing with its latest campaign, “Life is Not an Ikea Catalog.” The campaign shows Ikea furniture being subjected to real-life challenges, including vomiting and peeing on. But does this brutally honest approach resonate with consumers? Let’s find out.

Memorability: 95/100

Pro: The shocking visuals of furniture being mistreated are highly memorable.
Con: The campaign might be too jarring for some traditional Ikea customers who prefer the brand’s cleaner image.
Pro: The bold move to show life’s messier aspects makes the campaign stand out from typical furniture ads.

Effectiveness: 90/100

Pro: The campaign addresses the reality that furniture is meant to be lived on, not just looked at.
Con: The graphic nature of the ads might deter potential customers.
Pro: The campaign’s message that Ikea products are designed for life’s challenges is effectively communicated.

IKEA Funny Ads 2023 - controversial campaign
IKEA Funny Ads 2023 – controversial campaign

Style: 85/100

Pro: The campaign’s raw and unfiltered style aligns well with the message of real-life durability.
Con: The style might be too gritty for some consumers used to Ikea’s usually polished image.
Pro: The campaign’s visuals and promotional material are professionally crafted, adding to its appeal.

Humor: 80/100

Pro: The campaign taps into the universal experiences of life’s messier moments.
Con: It lacks a humorous or deeply emotional angle, focusing solely on the gritty reality.
Pro: The campaign’s boldness in addressing real-life challenges adds a layer of authenticity.

Execution: 88/100

Pro: The campaign is well-executed, with a seamless integration of the message and the shocking visuals.
Con: Given its controversial nature, it might lack the ‘wow’ factor that could make it a viral sensation.
Pro: The campaign effectively utilizes TV spots for promotion, ensuring a wide reach.

A woman on an IKEA couch in a living room. IKEA Funny Ads 2023 - controversial campaign
IKEA Funny Ads 2023 – controversial campaign

Comparison with Competitor:

Compared to other furniture campaigns that focus solely on aesthetics and comfort, Ikea’s “Life is Not an Ikea Catalog” takes a more realistic approach by addressing the durability and practicality of its products.


The “Life is Not an Ikea Catalog” campaign by Ikea is a well-executed and highly memorable initiative that scores high on effectiveness and style. With an average grade of 87.6/100, it’s a campaign that will likely be remembered for its bold approach to a commonly glossed-over reality.



A controversial campaign

Heart or Humor8.0
Reader Rating: ( 2 votes ) 8.9

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