The Troll That Made IKEA Feel Like Home

A folklore short film that sells belonging first, furniture second.

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

IKEA – “The Troll” (2025 Short Film Campaign)

IKEA’s 2025 campaign “The Troll” takes the form of a two-minute short film that blends Scandinavian folklore with modern home design. It follows a young couple who move into a remote forest cabin—only to discover a giant troll living underneath. Instead of fighting it, they invite the creature inside and redecorate together with IKEA furniture. The tone is warm, cinematic, and whimsical, ending with the tagline: “Home is where everyone feels welcome.”

Key marketing lessons
Story first, product second: IKEA barely shows products until the end, proving emotional storytelling can drive stronger engagement than catalog-style advertising.
Cultural roots build authenticity: Using Nordic folklore connects the brand to its heritage in a way that feels natural, not forced.
Fantasy as metaphor for inclusion: The troll becomes a symbol for diversity and acceptance—turning folklore into a modern social message.
Film-quality production earns attention: With polished cinematography and pacing closer to a short movie than an ad, IKEA positions itself as both brand and storyteller.
Emotional universality travels globally: Though deeply Scandinavian in concept, the themes of coexistence and belonging resonate everywhere.

Takeaway:
When brands fuse emotion, heritage, and storytelling craft, they move beyond selling products—they create worlds audiences want to step into.

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Weekly Tip

Use Contrast in Copy

Just like in design, contrast in writing grabs attention. Opposites make ideas stand out.

• Pair problems with solutions, before and after, or “what is” vs. “what could be”
• Use short sentences after long ones for rhythm
• Highlight shifts in tone or perspective to re-engage readers

Contrast keeps your copy dynamic and helps your main point hit harder.

Weekly Challenge

Story-to-Post Conversion

Turn your most engaging Story into a permanent post:

• Review your Story insights and pick one that had strong replies or views
• Repurpose it into a reel, carousel, or text post for your main feed
• Expand slightly on the message so it stands alone
• Track whether it performs better as a feed post than as a Story

Recycling what already works ensures your best ideas last longer and reach more people.

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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