For a World in Quarantine, Ikea Created a Simple Ad About Reconnecting With Your Home

McCann Madrid quickly generated a timely message

A photo of a woman upside down with text that says,
The ad, produced in Spanish and English, highlights the positives of staying home. Ikea Spain
Headshot of David Griner

For better or worse, many of us around the world have never been closer to our homes.

As cities and, in some cases, entire nations have gone into quarantine to stall the spread of respiratory disease COVID-19, millions of people suddenly find themselves working from home or simply feeling locked in most hours of the day.

Ikea, perhaps the brand most synonymous with “home,” has created an ad touching on this surreal homebound moment. While the spot was created specifically for Ikea Spain, it was produced in both English and Spanish, and it’ll likely resonate with just about anyone around the world.

The ad was developed by McCann Madrid, which has created several clever and nuanced campaigns for the retailer in recent years. This time around, likely due to the rapid turnaround and limited production options amid travel lockdowns, the spot is relatively minimalist, but the brand still deserves credit for being both timely and sensitive to the range of experiences happening right now.

Here’s a look at the original version in Spanish:

The spot generally, and wisely, avoids a direct sales message—not that Ikea has traditionally been a hard-sales-push kind of marketer—though it notably squeezes in the suggestion that “maybe this is the time to rearrange the furniture.” While some mind find that a bit opportunistic, who among us hasn’t tackled a few random home projects in recent days? If nothing else, such small efforts at reorganizing can give you a fleeting sense of control, or at least provide a distraction.

Brand and Product: Ikea – #StayHome
Agency: McCann Madrid
Campaign: StayHome
Creative Concept and Idea: McCann Madrid

Client Team:
Laura Durán
Rafael Jiménez
Catarina Bastos
Pablo Sánchez
Ana Ordoñez
Mar Amador

McCann Madrid
Creative Team:
MĂłnica Moro
Raquel MartĂ­nez
Fernando Cerezo
Teresa Mesonero
Alejandra De Luis

Account Team
Javier Pascual Elena RodrĂ­guez
Sonsoles San José
Claudia Solano
Alejandra Sierra
Planner: Juan Manuel Ramirez
Production Team:
Paloma Adrien
Paula Garcia
Vanessa Pizarro
Elisa Chia

Footage: Developed By Ikea Global
Postproduction: Craft Madrid

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@griner David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."