Ikea's Pet-Friendly Ad Campaign Offers Affordable Solutions

Ikea just launched a unique series of ads that sheds light on the common woes of pet owners with furry mischief-makers. 

The campaign, made by creative agency Ingo Hamburg, features common situations where pets destroy Ikea products.

The furniture retail giant uses these scenarios to highlight the affordability of its products, assuring pet owners that they can afford to replace whatever was broken. 

In a 15-second spot, a dog named Simba tears open a Kärleksgräs cushion from Ikea. But with its 15 Dhs pricetag, it can easily be replaced. 

The other two ads follow the same premise. Roxy the Dalmatian breaks a Stilren vase that similarly carries an easy-on-the-pocket price tag, while Brownie the cat inspects a Chiafrön plant pot that he broke. 

Each commercial ends with the reassuring tagline: "Don't worry, you can afford it." 

"Nowadays, pets are members of our homes," Fernando Montero, one of Ingo's creative directors, told Muse. "We believe that the inspiration for this campaign came from the experiences that some of our creatives had every day with their pets."

Harping on Affordability

Ikea's uncommon approach challenges traditional marketing by showcasing products in less-than-ideal conditions, but ultimately emphasizes how affordable they are.