Åkestam Holst Salutes Old Couples for IKEA

By Erik Oster Comment

Stockholm agency Åkestam Holst created this online spot for IKEA to celebrate Valentine’s Day.

The ad features couples who have been together since 1958, when the company opened its first store. After a brief introduction showing how couples have to make decisions together while at IKEA, the spot spends the remainder of its almost four minutes on the older couples, who talk about how they met and what has kept them together through the years. While it’s a bit drawn out, you’d have to be pretty cold-hearted to be not at least a little moved by the couples’ obvious devotion and the 1958 connection is a clever idea to tie their sentiment to the brand.