Ikea Canada Lampoons High-End Lifestyle Tropes

Fresh satire, actually

When is a pretentious perfume commercial not a pretentious perfume commercial?

When it’s a spoofy spot from Ikea Canada, which tweaks tired tropes as part of a new campaign focused on low prices:

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Fashion marketing gets similar treatment:

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As for spirits, sure, they’ve got that, too:

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It’s intriguing that Ikea, no stranger to aspirational appeals, goofs on such themes from other categories. Perhaps on some level it’s making good-natured fun of itself.

Note the kitschy tones of Swedish-accented “Jonas” delivering the line, “Actually, it’s Ikea.” He just wants to save us money. Is that so wrong?

Yes, we’ve seen high-end advertising mocked countless times before. Still, this work’s nicely done. We get great production values and on-point branding—plus a style that feels satirical while adhering to Ikea’s classy-fun aesthetic.

Rethink helped develop the push, with Mark Zibert directing and Vapor RMW providing deliciously obnoxious soundtracks.