Ikea Canada takes a realistic and inclusive view of life in its new "The Beautiful Possibilities" campaign.
On Monday, the furniture retailer will debut a 90-second ad as part of the new push. In the spot, set to "What a Wonderful World" in both song and a girl's narration, viewers see a spectrum of vignettes reflecting diverse community: a refugee family, two girls going to prom together, a boy painting his nails with his mother, and a woman nursing her baby.
"We can all have the beautiful kind of world we want. We can all have the beautiful kind of home we want," says a voiceover.
Ikea expects to double its presence in Canada over the next decade; the brand currently has 12 locations in the country, and a 13th will open later this month. The company worked with Rethink Canada on creative; Jungle Media handled the media buy. The new campaign marks a departure from Ikea's five-year-old "Long Live the Home" campaign, which was about emotional moments at home. It also plants a flag on where the brand stands on a variety of social issues.