Ikea Turned the Living Rooms From Simpsons, Stranger Things and Friends Into Perfect Ads

The sets were recreated using only Ikea furnishings

This Ikea setup resembles the Simpsons living room.
Ikea never mentions The Simpsons by name, but it's easy to recognize the cartoon's iconic living room. Ikea UAE
Headshot of David Griner

You definitely know the rooms, but how well do you know the furnishings?

A new ad campaign from Ikea in the United Arab Emirates has some fun with three of television’s most iconic living rooms by recreating each one solely with Ikea furniture and decorations—plus some help from 3-D design software.

Created by Publicis Spain, the “Ikea Real Life” campaign took two months to track down all the right pieces that are currently on sale from Ikea. They were then compiled and designed via 3-D software to look as close as possible to the memorable living rooms from The Simpsons, Friends and Stranger Things.

This Ikea setup resembles the Simpsons living room.
The living room of an apartment in Friends is shown.

“The Ikea team worked closely with the creatives for months. They went through hundreds of items to find the perfect pieces that would bring those iconic rooms,” says Vinod Jayan, managing director for IKEA in the UAE, Qatar, Egypt and Oman. “It was a great collaborative effort that led up to a stunning result. A true testament of what IKEA represents: a place where everyone can bring whatever idea they see or have to life.”

On a microsite for the campaign, you can see each room and learn more about the furnishings featured in the ads.

This Ikea setup resembles the living room in Stranger Things.
The living room in Stranger Things is shown.

In addition to appearing in ads and some editions of the Ikea catalog, the campaign will also make a real-world appearance, with the rooms being brought to life at some Ikea stores in the Middle East.

Ikea used its furnishings to recreate the living room from The Simpsons.
The Simpsons sit on their couch in the living room.

Agency: Publicis Spain
Chief Creative Officer: Eduardo Marques
Creative Director: Juliana Paracencio
Creative Director: Luiz Vicente Simões
Art Director: Diego Fernández-cid
Copywriter: Guillermo Laureano Ley Núñez
3-D Artist/Illustrator: Bruno Rodrigo de Miranda
Client: IKEA, UAE
IKEA Regional GM Marketing, Com., Interior Design, Consumer engagement: Carla Klumpenaar
IKEA Regional Marketing Com. Manager: Amer Yaghi

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