Not many retailers would base an ad on the idea that you might get trapped indefinitely in one of its elevators. But then again, especially when it comes to advertising, there are no other brands like Ikea.
Ikea’s global marketing has been firing on all cylinders in recent years, and one of the best side effects has been the wide array of countries and agencies represented in the Swedish retailer’s creative work.
This time around, Italian agency stv DDB is the shop behind the work worth watching. In “The Lift,” two strangers meet in an elevator while rushing home for the holidays with their purchases in tow.
However, when the lift stops working—and eventually goes dark—the men must decide how to react. With their phones apparently not getting any signal, they decide to take matters into their own hands:
Does it make literal sense? Not at all. Is it a charming metaphor for the holiday spirit, especially when you can’t be with the ones you love? Absolutely.
If you’ve ever had to spend a holiday, especially Christmas, with people who aren’t your close family, the ad is likely to remind you of the bond that forms between you and those you’re stuck with.
The ad closes by noting that seven out of 10 people spend Christmas at home, meaning, of course, that three out of 10 don’t. But the ad shows that such a scenario doesn’t have to be all bad. Maybe you’ll make a new friend for life—even if it means a lifelong paranoia about freight elevators.