Ikea’s quest to find the sunniest spot in Sweden is perfectly on brand

IKEA’s latest ad, ‘Sweden’s Sunniest Square Meter’ nails the brand’s product messaging, while conveying its oddball Swedish humour.

NoA Åkestam Holst has made a novel ad for IKEA, using 20 years of solar data to identify the single sunniest square metre in Sweden (on the island of Gotland, if you were wondering).

Two stone chairs (which I now want for my garden but, sadly, they only come in plastic) mark the spot, as the journey to find the destination is revealed in scenes that shouldn’t be as captivating as they are.

The Swedish voiceover is oddly soothing, and the brand’s obsession with experiential structures is once again at play, following its “Blue Bag” installation stunts.

Linda Vikström, IKEA Sweden, said, “We want to help as many people as possible make the most of life outside”, an ethos that’s perfectly captured in the ad’s studious and very Swedish attention to detail.

Like all good Ikea ads, the campaign puts the chain’s products front and centre, while cultivating a subtle bit of humour and self-awareness - this time found in the brand’s meticulous attention to detail, going to great lengths to find a sunny spot, just so that we can enjoy it.

It’s a little more maximalist than its recent Mother outing, and it's good to see the brand winning at both.

Credits

Brand: IKEA Sweden
Agency: NoA Åkestam Holst
Data Partner: SMHI (Swedish Meteorological Institute)