Ikea Canada's Christmas Ad from Tim Godsall Is Stitched Together with an Iconic Bollywood Track

Today, holiday celebrations look different in every home. Canadians are reimagining old traditions and putting their own spins on them, turning them into new traditions they’ll celebrate for years to come with their friends and family.

'Assemble Together,' the IKEA Canada holiday television spot, depicts a Canadian family of South Asian heritage assembling together for the Holidays, with IKEA’s home furnishing solutions coming together with them to facilitate the festivities. In a world of reimagined holiday celebrations, we see varied cultural touchpoints and traditions come to life in this spot including decorating with tealights, cooking delicious food with recipes passed down from generation to generation, along with strings of marigold and a decorated Christmas tree. It’s all stitched together with the driving beat of the famous Bollywood track, Chaiyya Chaiyya.

“This year we wanted to talk to the many Canadians a little differently, still tell a story that reflects our deep understanding of life at home, yet also highlights that the way we celebrate the holidays has evolved and Canadians are putting their own spin on Holiday traditions to reimagine those celebrations,” notes Johanna Andrén, head of marketing, IKEA Canada. “With the bright, lively energy and light that this spot brings, we’re celebrating the essence of the season, gathering with family and friends, enjoying good food, music and togetherness at a time when we all treasure it most.”

'Assemble Together', will run for six weeks from November 8th to December 19th, 2021 via broadcast, digital, out-of-home and social media.

At IKEA, we’re passionate about Life at Home. Since our early days we’ve been committed to helping more of the many thrive in their spaces and make the most of the relationships and rituals that make their spaces feel like home. The holidays, especially following the 18 months of ongoing disruption, challenge and change that we’ve all experienced, is a time to collectively celebrate our lives at home.

IKEA Canada is a humanistic, values-driven company and we aim to reflect the diversity of our markets throughout our business in the best possible way. The “Assemble Together” campaign was created by a team that included members from a diverse set of cultural backgrounds and perspectives. From Indian and Persian to Filipino and Italian, and of course Canadian and Swedish too, the diverse personal experiences, unique holiday traditions and celebrations from across this group helped to inform the campaign insight, creative execution, and production decisions.