IKEA Spain's Cheeky Ad Helps Manage Complicated Christmas Commitments

IKEA has introduced its new Christmas campaign, which portrays, with a touch of humour, how difficult it is to manage the long list of commitments that Spaniards have during the Christmas holidays. The ad tells the story of the Vallejo family, who enlist the help of an international event planner to schedule their Christmas festivities as if they were part of a world summit: work dinners, Christmas performances, shopping for Christmas dinner, the Three Wise Men parade… The event planner's team are tasked with putting together a detailed schedule and plan for the family to make sure they don't miss any Christmas events. It's a planning process that leaves the foreign team exhausted and dazed.

To support the idea, IKEA carried out the study 'What if less Christmas was more Christmas?' where it delved into the feelings and emotions that Spaniards feel during this period, analysing the stress resulting from the planning and organisation that goes into Christmas activities. In answer to that question, 48% of survey respondents said that they had experienced this.

"At IKEA, we're back on the scene with a Christmas campaign that will hopefully put a smile on the faces of those who can relate to having to plan out all their Christmas festivities. We're aware that there are people who will be experiencing loneliness during this period, but we wanted our campaign to reflect the 50% of Spaniards who, according to data from our study, have found themselves feeling stressed at times from all the planning and organising when it comes to Christmas activities. We wanted to invite them to have a simpler Christmas at home, but always with a touch of IKEA humour", explains Gabriel Ladaria, marketing director at IKEA Spain.