From Sofa Forts to Storytelling

What IKEA’s latest ad teaches about re-enchanting the ordinary—and how you can make small moments feel huge in your own marketing.

Author

Javier García
November 08, 2025 • Estimated Reading Time: 6 minutes

In partnership with

Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

IKEA – “Home Is the Greatest Adventure” (2025 Global Campaign)

IKEA’s “Home Is the Greatest Adventure” reframes domestic life as an epic journey. The spot follows a young family turning everyday routines—cooking, cleaning, building furniture—into cinematic adventures, complete with dramatic music and sweeping camera angles. As the mother flips a pancake like a hero shot and the kids build a “fort” out of sofa cushions, the narration says: “You don’t have to go far to live something extraordinary.”

Key marketing lessons
• Re-enchant the ordinary: By treating home life with cinematic grandeur, IKEA turns mundane tasks into emotional, joyful experiences.
• Anchor fantasy in reality: The exaggerated tone stays grounded through humor and relatability, keeping it sincere rather than self-parody.
• Build emotional equity, not just functional appeal: IKEA doesn’t talk about prices or furniture—it sells the feeling of creativity and belonging.
• Make your audience the hero: The story celebrates customers as adventurers, flipping the narrative from “buy our products” to “live your story here.”
• Stay consistent with brand DNA: Whimsical tone, DIY spirit, and family warmth—everything feels unmistakably IKEA.

Takeaway:
IKEA reminds marketers that inspiration doesn’t have to come from faraway dreams. When you celebrate the beauty in everyday life, your brand becomes part of people’s most personal stories.

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Weekly Tip

Clarity in Visual Hierarchy

Your audience should understand what matters most the second they look. Visual hierarchy directs attention effortlessly.

• Make headlines or key stats stand out first
• Use size, contrast, or placement to prioritise elements
• Keep supporting details visually lighter

When design mirrors importance, comprehension happens instantly.

Weekly Challenge

Story Countdown Challenge

This week, build anticipation around one piece of upcoming content:

• Choose a post, launch, or announcement you’ll share at week’s end
• Use the Story countdown sticker to tease it 2–3 days in advance
• Share small hints or behind-the-scenes clips leading up to it
• Track how many people set reminders or message you before it drops

Creating anticipation primes your audience to engage the moment you post.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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