IKEA's in the entertainment business now. Last week, YouTube account thekitchenbyikea published "Jona Lewie Presents Man Like Me - You'll Always Find Me In The Kitchen At Parties," a catchy, dangerously mod three-minute music video about two guys with crappy luck in love, with music (and a cameo) by English singer/songwriter Lewie.
The interesting thing about visiting an IKEA is its modular quality: each individual kitchen, bedroom and living room environment is meticulously put together, simulating a home setting. But in the end it's still just a showroom, crammed with people that take up strange roles while strolling its lanes: those of actors playing house, or voyeurs.
This is something that agency Mother London started playing with: the idea that the environment is familiar, but not at all real. In some ways, I think that's what its previous cats execution was all about.
This video plays with that modular quality, the exquisite surreal poorly disguised as a banal setting. Two guys go to a party. The theme is that they go to a lot of parties and are always hanging out in the kitchen. So the house they enter is a modular space filled with different kitchen environments. Cut open in front like a dollhouse, you can see the kitchens in full glory. Each also represents a different party, and the guys meander through, followed by a camera that doesn't neglect to pan over the full array of IKEA home setting products.
It's a great way to see a lot of items in a lot of different contexts at once, while playing with the strange modular ambiance of IKEA stores (which, curiously, forces you to walk through it in a determined path - much like the guys in this video.) Crucially, the work is also fun to watch. It's entertainment - the crux of any or most good viral work. (Though that's never guaranteed. The piece has a respectable, but hardly epic, 19,680 YouTube views as of this writing.)
Here's the 1:00 TV ad (10,852 views):
Same idea, outfitted with a nice closing tagline for the audience on the couch: "Kitchens for every party. Planned, delivered, installed." Clean and relevant.
Full YouTube stats on The Kitchen by IKEA: