UK grime act D Double E provides the soundtrack to IKEA’s first ever Christmas ad launching today, as he waxes lyrical about being house proud and silencing the critics.
The spot, created by Mother, features a couple who become racked with ‘home shame’ when they’re faced with impending guests at Christmas time. Suddenly, a whole host of ornaments and objects come to life and taunt them about the state of their home by performing an original grime track performed by D Double.
Deciding to take action, they spruce up their place with some simple IKEA solutions and silence the critics once and for all.
The work deliberately goes against the grain of sentimental Christmas ads and offers a humorous, irreverent take on festive hosting. The film launched with 90", 60" and 20" edits.
D Double E's Street Fighter Riddim
Complementing the campaign, IKEA is hosting a series of in-store events showing customers how easy it is to get their home party-ready, from virtual reality makeovers to ‘Christmas Treetorials’ and hosting hacks.
“Our first IKEA Christmas advert focuses on the phenomenon of ‘home shame’ - encouraging people to overcome the negative voices in their head holding them back from open up their homes,” said Sarah Green, UK and Ireland county marketing manager for IKEA.
“It was born from the common feeling, that along with the seasonal joys, a lot of us feel a looming sense of dread when it comes to hosting others with many of us feeling ashamed of our homes over the Christmas period.”