The Ikea campaign

I don´t like this campaign by Ikea at all. I usually like Ikea´s campaigns, but this one.. omg...To me, it seems that you can just get the boxes and not even the pieces of furniture. It seems that the sales are about dicreasing the quality of their own products. Well, if you look at the claim, you can read "You can get more", which means that as they are in sales, you can also get the furniture. However, I think that ads shouldn´t take too much time to understand them, and it took me some time to understand this campaign, which is not good.

Con esta campaña de Ikea me he llevado desilusión, porque sus anuncios suelen ser bastante bonitos; pero esta... puufff... Viendo los anuncios, me da la impresión de que solo voy a poder conseguir cajas.  Parece que las rebajas consisten en "disminuir la calidad de los productos" en vez de disminuir los precios de los muebles. Luego, si te fijas en el claim, te das cuenta que a lo que se refiere el anuncio es que, como las rebajas son realmente grandes, puedes conseguir más que cajas; puedes comprar más cosas: ¡los muebles en sí! Sin embargo, me parece demasiado complicado pillarlo en un solo vistazo.

Sales up to 40%. You can get more.

Advertising Agency: AUGE HEADQUARTER, Milan, Italy
Chief Creative Officers: Federica Ariagno, Giorgio Natale
Executive Creative Directors: Federica Ariagno, Giorgio Natale
Creative Director: Williams Tattoli
Art Directors: Federico Grassi, Williams Tattoli
Copywriters: Niccolò Bossi, Anita Rocca
Photographer: Lucy
CGI: Lucy