Ogilvy Unveils Morning Anthem for IKEA

By Erik Oster 

Ogilvy unveiled a new “Morning Anthem” ad for IKEA, the latest in the deluge of advertising from the brand in recent weeks.

The 30-second spot focuses on bedrooms and bathrooms and how the retailer can help make your morning rush a little less stressful. It does a good job of incorporating IKEA products like “organized wardrobes that help you pull it together” and a bathroom organizer that gets “big families out the door” into a peak at the morning routines of a couple of busy families.

The focus on mornings, bedrooms and bathrooms stems from a study IKEA conducted into the morning routines in eight major cities, which has informed all its recent morning-focused marketing, such as SMFB’s “Where Good Days Start” interactive campaign. Accompanying the new spot is a campaign extension called “First :59,” including a website hosting advice from bloggers and designers on how parents can make their mornings easier, as well as a “First 59” Pinterest board.

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