Fortune Favours the Frugal: IKEA Ad Review

IKEA’s “Fortune Favours the Frugal” ad by Mother London agency forms part of their 2021 campaigns that ran across cinema, broadcast TVC, and digital media within the United Kingdom (Mother, 2021).

The Tom Kuntz directed ad is a way to position the IKEA brand as an eco-friendly and sustainable alternative for consumers. By using creative storytelling, they communicate an important message about the impending future of our planet. That

said, this ad is a call to action for individuals to change their mindset on the word ‘frugal’ and take small steps to living a ‘greener’ lifestyle.

The Semiotics of the meteor.

The ad starts with a gigantic meteor heading towards Earth. Further into the

ad, one can note that this meteor is in fact a compilation of waste. Through

semiotics, we understand the waste ball is there as a symbol to represent the

intended concept of panic and future destruction of our planet (Džanić, 2013).

Adopting The Fear Appeal Theory and Behavioural Triggers.

• Fear appeal theory is adopted through the attention-grabbing meteor and

initial fear of collision and destruction.

• When adopting this theory is it important for advertisers to counter that

fear component with a solution of sorts, shifting the viewers’ emotions into

a more positive and motivated mindset (Markitome, 2023). This will ensure

that the communication of the advertisement is not too overwhelming for

the viewers and showcases achievable change.

• This is especially important for this particular ad, due to the scale of our

climate change crisis and the climate anxiety that many people encounter.

• Mother London executed this nicely by triggering a mood change

through The Barons’ cheerful soundtrack ‘Making it Better’ and the slow

disintegration of the waste meteor (Mother, 2021).

• As the soundtrack plays on, we witness characters of all ages taking on

simple daily tasks to help build a more sustainable lifestyle. Whether this

is switching out an old bulb to an eco-friendly LED bulb or making use of a

reusable cup, as the viewer we slowly come to realise that it is these actions

that are chipping away at the meteor.

Is IKEA’s role communicated clearly enough?

Overall, IKEA have a well-executed and symbolic ad on their hands, that is both compelling and captivating. However, whether the brands’ role was communicated clearly enough is a bit more subjective.

We understand, through the Narrative Transportation Theory, that adopting storytelling communications within advertisements may elicit strong and effective persuasion. However, the product-story link needs to be clear for viewers

to comprehend the desired meaning (Glaser and Reisinger, 2022).

“Fortune Favours the Frugal’ advertisement places focus on the issue at hand and certainly impacts the idea of the viewers on the matter of sustainable living and the little everyday tasks that they can implement. However, not much focus is placed on the actual Ikea products. One may wonder if the brand was overshadowed by the story, leaving some viewers unable to make the connection between the IKEA products and their role in the chipping away of the meteor.

Link to Advert: https://www.youtube.com/watch?v=JPb4n8GdxKM