Brave new Ikea adverts break the rulebook

Ikea advert
(Image credit: Ikea)

One of the first rules of marketing is to show the product as a solution to a problem, but we know that Ikea adverts have a habit of doing things differently. This new campaign has turned the usual formula on its head, and it works wonderfully.

It takes a brave brand to admit that its products sometimes aren't the solution. But in these Ikea adverts, that strategy works to the brand's credit by focusing on its supportive role rather than by trying to pretend it's the star (see our pick of the best print adverts for more inspiration).

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.