IKEA Canada takes a realistic and inclusive view of life in its new ‘The Beautiful Possibilities’ campaign.
The 90-second ad was created by Canadian agency Rethink. In the spot, the words and melody of ‘Wonderful World’ are paired with an array of scenes that show what a diverse, accepting world looks like.
For instance, at one point a teenage girl is shown putting a corsage full of red roses on another girl as the two prepare to go to a school dance together.
Later, a little boy is seen painting his nails with his mom. The spot also shows a woman breastfeeding while chatting with friends, a man helping his elderly father shave, and a refugee family. “We can all have the beautiful kind of world we want. We can all have the beautiful kind of home we want,” a voiceover states at the end of the video.
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.