Dreaming of Your Own Prince Harry? Ikea Offers the Next Best Thing

The brand plays off the royal wedding to push its home goods

Ikea delivers a practical response to the royal wedding. Ikea
Headshot of Alissa Fleck

Millions tuned in to watch the royal wedding over the weekend, but only one woman got to marry her Prince Harry. Ikea is here to save the day though, swooping in to bring its customers the next very best thing. And it’s a chair. Called Harry.  
“Don’t worry, Harry is still available,” reads the characteristically minimalist ad, alongside a picture of the namesake chair. The humorous campaign is in partnership with creative agency Acne and Ikea Creative Hub.
Ikea is also taking advantage of the event to push its Pruta food container. An ad that ran the day after the wedding read: “When you’re stuck with leftover cake from 600 wedding guests.” Somehow we get the feeling the royals aren’t racing out to Ikea, but the brand got its point across—it has everyday solutions for everyday people, at least until they become royalty.  
“With both posts we wanted to make a lighthearted stand for the everyday,” said Jovana Basrak Keric, content specialist at Ikea, in a statement. “Royalty or not, we all have to deal with leftovers and falling in love—even if that’s falling in love with favorite belongings.”
Ikea’s royal wedding play also comes across a bit more natural than the many other brands who tried to capitalize on the fervor over Prince Harry and Meghan Markle’s nuptials like KFC with its Kentucky Fine China or Velveeta creating a “Crown and Cheese” line.

CREDITS:
Executive Creative Director, Acne: Johan Bello
Creative Director, Ikea Creative Hub: Morten Kjaer
Senior Art Director, Acne: Tiago Pinho
Art Director, Acne: Isaac Bonnier.
Copywriter, Acne: Joel Lindblad
Photographer: Anders Kylberg
Account Director, Acne: Lovisa Friman Bendz
Assignor Ikea: Jovana Basrak Keric
Strategic Planner Ikea Creative Hub: Kim Saxberg
Assignment Leader, Ikea Creative Hub: Louice Alvarsson


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@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.