Mealtime Is ‘Less Wasteful, More Graceful’ in Ikea’s Elegant Ode to Kitchen Choreography

Longtime agency Rethink continues the brand's sustainability message with a delightful pas de deux

The elegant dinner dance from Ikea. Ikea Canada
Headshot of T.L. Stanley

For this elegant, eco-minded couple, whipping up a meal means raiding the refrigerator for last night’s leftovers and working in complete sync to put dinner on the table. And alongside the salad and pasta, they toss in a few arabesques and flying leaps.

In its latest ad from longtime agency Rethink, Ikea Canada mixes classical music and modern dance with its ongoing earth-friendly message. The goal is to show that cooking sustainably “doesn’t have to be complicated—it can be beautifully, gracefully simple.”

The spot, dubbed “Scrap du Soleil,” highlights several Ikea products like food storage containers, energy-efficient appliances and water-saving taps, all woven into a seamless and delightful pas de deux. 

The brand said it’s trying to make “the little mundane tasks of daily living just a little more efficient, a little more beautiful, a lot less wasteful,” said Joel Holtby, creative director and partner at Rethink. “What better way to visualize that feeling than with a dance where every movement is part of a more graceful, purposeful whole?”

The kitchen, a heavily trafficked place where people often congregate around the clock, can be “the most wasteful” room in the home because of the abundant use of water and energy, not to mention the food that spoils or gets tossed, according to the brand, noting that the effort to be kinder to the planet needs to start there.

“Scrap du Soleil,” which puts a fresh spin, literally, on table scraps, follows another recent spot called “One Little Thing.” Both tell consumers that their actions matter and give tangible tips on how to jumpstart a “green recovery.”

The new campaign, running through November, will include TV, out of home and social media with the ongoing tagline, “Beautiful Possibilities.”


@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.
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