Liz Strauss at Successful Blog

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February 2, 2010

IKEA Shows a 30-Sec Spot Can Be About Us

ME Liz Strauss wrote this at 1:44 pm

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This beautiful 30-second ad commissioned by IKEA, produced by the Hamburg agency Grabarz & Partner shows beauty doesn’t have to be expensive. At a time when many brands are focusing on volume and discounts, IKEA has deliberately used a calm 30-second advert to showcase the power of the brand.

A great message for these times — a tribute to the humble tea light..

Click the video to play.


Tealights are a small item staple to IKEA’s offer in line with their philosophy that elegance and beauty don’t have to be expensive, boring, or pretentious.

‘You don’t need a great deal of money to make your world more beautiful, just a bit of IKEA – that’s the IKEA philosophy in a nutshell,’ explains Claudia Willvonseder, IKEA’s Marketing Manager. ‘The tea light is one of several IKEA icons, and is a small-scale reminder of everything that IKEA does in a larger context,’ she adds.

For more discussion about this ad read Coloribus

I find this ad worth watching again and obviously worth passing on.

What is a small scale reminder of everything that is your brand?

–ME “Liz” Strauss
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Filed under Comments, Marketing, Successful Blog | 9 Comments »




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9 Comments to “IKEA Shows a 30-Sec Spot Can Be About Us”

  1. February 2nd, 2010 at 2:08 pm
    Glenda Watson Hyatt said

    Beautiful! And the ad doesn’t yell at me or make me feel stupid like many do.

  2. February 2nd, 2010 at 6:14 pm
    Jeff Wiedner said

    I love the aesthetics of it and agree it’s not “in your face” with pushing product. But from a pure marketing standpoint, does it sell? I mean, I hate to be a toad, but that’s what it’s supposed to do, right? I guess I have that question/concern/problem with all broadcast media so may not be the right audience here. The pushy ones annoy me & turn me off, but the subtle ones I often don’t remember. I’ll probably tell folks about “the cool tea lights ad that I can’t remember what it was for.”

  3. February 2nd, 2010 at 8:41 pm
    ME Liz Strauss said

    Hi Jeff,
    I hear you and usually on such things I agree … on this one, it’s got me. Maybe it’s a thing of personal taste. I’ll think of IKEA every time I see a tealight now. I think of that song playing in my head. I also think when I go there that they’re not about selling, but about experience.

    One ad reaches you. One ad reaches me. That might be how it works. What do you think?

  4. February 2nd, 2010 at 8:48 pm
    Lance said

    Liz,
    So, my take on this: simplicity. As in, simplicity works. And in fact, there’s something very fulfilling about simplicity. Perhaps it’s that in the simple, we’re more clearly able to see what really matters…

  5. February 2nd, 2010 at 9:22 pm
    ME Liz Strauss said

    Hi Lance!
    Welcome!
    My take: Simple is elegant. It’s much harder to be truly simple in an elegant way than to be loudly complex.
    I agree. It’s easy to see what really matters here. :)

  6. February 2nd, 2010 at 11:07 pm
    Cate Colgan said

    Ikea is awesome – the tealight ignites a spark, that can ignite a light, that can ignite a fire – my new friend @Marie_Sanders I met thru Alive @ Five biz series sponsored by @IkeaTampa – we’re hoping to team up w them for http://bit.ly/5poIMw – wait til Marie sees the 500 or so ikea tealights I have – i’ll be in trouble – tealights – the entrepreneurs tinder :)

  7. February 4th, 2010 at 5:36 am
    Rinaldi Syahran said

    cool thing . The simple thing that contain in it makes it beauty. Hate so much if it complex hehe…

  8. February 8th, 2010 at 11:12 am
    ME Liz Strauss said

    Hi Cate,
    I see your face every time you comment or Tweet!

    How awesome you get to team up with IKEA! I’d love to work with folks who understand their customers so well.

  9. February 8th, 2010 at 11:25 am
    ME Liz Strauss said

    Hi Rinaldi,
    I do think simple is elegant. :)

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