IKEA teamed up with Channel 4 to create an innovative advertising campaign featuring IKEA's Kitchen Squad.
Following on from The Makeover Break’s successful narrative campaign, IKEA ran three ads across consecutive ad breaks on Channel 4 where they surprised unsuspecting families who came home to find their old kitchens replaced with a gleaming IKEA kitchen.
The ads ran exclusively on Channel 4 in targeted programming including Location, Location, Location, Ramsay's Kitchen Nightmares, Come Dine With Me and Heston's Feast. Each one was introduced with a specially produced bespoke Channel 4 ident.
These quirky and entertaining ads have been really well received and the campaign has won many plaudits including an award from Thinkbox's Creative Academy. Nick Darken of Albion, commented: 'It is great to see IKEA using TV in a different and engaging way.'
Praise also came from the public with many favourable comments on Twitter.
"Just seen the best advert ever! IKEA stealing someones kitchen and filming it! genius!"
"Just seen the latest IKEA advert on tv: "we've got your kitchen. Like it."
"The bearded man in the new IKEA advert is amazing. I love him"
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