Get Used To A Better Living Room – IKEA | Clapboard Ad Archive

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Get Used To A Better Living Room - IKEA | Clapboard Ad Archive

Get Used To A Better Living Room is a 2018 Australian campaign for IKEA crafted by The Monkeys that distills the essence of elevating everyday living spaces into a singular, compelling film asset. Operating within the House and Garden market category, the campaign employs a FORMAT#2 Show the Problem approach as defined by Clapboard’s taxonomy, presenting a relatable dissatisfaction with the status quo of typical living rooms before positioning IKEA’s accessible and thoughtfully designed furniture as the clear solution. This narrative strategy engages viewers by spotlighting familiar frustrations—be it cramped layouts, uninspiring aesthetics, or impractical furniture choices—and then revealing how simple, affordable interventions from IKEA can transform these spaces into better, more comfortable environments that align with individual lifestyles and tastes. The campaign’s directness in messaging eschews celebrity endorsements or elaborate metaphors, relying instead on visual storytelling that captures authentic moments of home life and the emotional uplift that comes with an improved living environment. By doing so, it reinforces IKEA’s core brand values of practical design excellence and affordability, positioning the brand as the definitive destination for consumers seeking to upgrade their living rooms without compromise. The campaign’s single film asset maximizes impact through clarity and focus, ensuring the consumer’s journey from problem recognition to solution adoption is seamless and persuasive. Clapboard rates this campaign 61/100. This campaign matters to the industry because it demonstrates how a straightforward problem-solution narrative can effectively translate functional household improvements into aspirational lifestyle upgrades within a competitive market segment.

Credits

Client

IKEA

Agency

The Monkeys

Cofounder

Scott Nowell

Executive Creative Director

Vince Lagana

Creative Director

Barb Humphries

Creatives

Tim Pashen, Scott Zuliani

Copywriter

Cyndall McInerney

Art Director

Katyana O'Neill

Strategic Planner

Charlotte Marshall

Account Management

Ciaran Miller Stubbs

Content Director

Lauren Shelley

Content Executive

Will Davies

Head Of Production

Thea Carone

The campaign "Get Used To A Better Living Room" by IKEA, launched in Australia in September 2018, embodies a brand proposition centered on elevating everyday domestic life through accessible, stylish, and functional home furnishings. It communicates the promise that improving the living space is not only achievable but also transformative, encouraging consumers to envision a better quality of life within their own homes. The narrative-driven film medium underscores the emotional connection between consumers and their living environments, positioning the brand as a facilitator of comfort, design, and practicality. Strategically, the campaign taps into an insight about the evolving role of the living room as a multifunctional hub where families spend significant time together. By highlighting tangible enhancements to common household settings, the creative approach leverages relatable domestic scenarios to resonate with a broad Australian audience seeking affordable yet aesthetically pleasing solutions for their homes. The emphasis on “getting used to” suggests a seamless transition towards improved living standards, subtly reducing reluctance to change while inspiring aspiration. This angle effectively targets homeowners and renters alike who prioritize both functionality and style, aligning with IKEA’s reputation for democratizing design in the household product market. Overall, the campaign synthesizes narrative storytelling with a practical value proposition, reinforcing IKEA’s position as a key player in the house and garden industry focused on everyday living improvements.

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign's title, "Get Used To A Better Living Room," cues a direct before-and-after or problem–solution framing, inviting audiences to compare their current (subpar) living room experience with the improved state IKEA offers. The narrative genre suggests an everyday scenario where discomfort or dissatisfaction is portrayed — likely highlighting inconveniences or missed opportunities in standard living rooms — before revealing how IKEA’s solutions transform the space. There’s no evidence of far-fetched storytelling, symbolism, celebrity usage, or explicit competitive contrast, making a clear problem/solution structure the underlying device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Harvey Norman – Market Positioning Harvey Norman positions itself as a comprehensive home and lifestyle retailer offering a wide range of household furniture, electronics, and appliances. It emphasizes convenience and in-store experience with extensive product variety and strong after-sales service, appealing to consumers seeking reliability and one-stop shopping for home needs. 2. Fantastic Furniture – Market Positioning Fantastic Furniture targets budget-conscious consumers by providing affordable, ready-to-assemble furniture with modern designs. Their strategic angle focuses on value for money and accessibility, leveraging online sales and widespread physical stores to cater to everyday Australians looking for stylish yet inexpensive household products. 3. Freedom – Market Positioning Freedom differentiates itself through aspirational and contemporary furniture designs that combine style with comfort. It positions as a premium yet accessible brand, appealing to consumers who want trendy, quality living room furniture that enhances lifestyle aesthetics and reflects personal identity. 4. Temple & Webster – Market Positioning Temple & Webster is an online-first retailer that offers a curated, trendy range of furniture and homewares. It leverages a strong digital presence and data-driven marketing to attract millennials and design-conscious consumers seeking convenience, inspiration, and a wide selection of contemporary living room products. 5. Domayne – Market Positioning Domayne positions itself as a premium lifestyle retailer focusing on high-end, designer furniture and home décor. It appeals to consumers who prioritize quality craftsmanship, exclusivity, and curated collections, emphasizing personalized service and sophisticated interiors for a better living experience.

Q: What is Get Used To A Better Living Room about? A: Get Used To A Better Living Room is a professional film campaign created by The Monkeys for IKEA, launched in Australia in September 2018. It operates within the House and Garden industry and focuses on transforming the living room into a more comfortable, stylish, and functional space. The campaign highlights IKEA’s accessible furniture designs and emphasizes how simple changes can elevate everyday living environments. Through relatable storytelling, it connects emotionally with consumers seeking practical and affordable solutions to improve their home experience, reinforcing IKEA’s brand values of design excellence and affordability. Q: What creative device does Get Used To A Better Living Room use? A: Get Used To A Better Living Room employs the creative format classified by Clapboard as FORMAT#2 SHOW THE PROBLEM. This technique presents a relatable problem—in this case, a suboptimal living room experience—and then reveals IKEA’s furniture as the solution that transforms the space. The campaign’s narrative structure is straightforward and grounded in everyday domestic scenarios, avoiding symbolism or celebrity endorsements. This problem-solution approach effectively communicates the brand’s promise by inviting viewers to compare their current living room with the improved version IKEA offers. Q: What is the campaign proposition for Get Used To A Better Living Room? A: The campaign proposition for Get Used To A Better Living Room centers on elevating everyday domestic life through accessible, stylish, and functional home furnishings. IKEA targets homeowners and renters who value both practicality and design, encouraging them to envision a better quality of life within their living spaces. By focusing on the living room as a multifunctional hub, the campaign underscores how simple improvements can transform the home environment. This strategic positioning aligns with IKEA’s mission to democratize design, making better living rooms achievable without sacrificing affordability or style. Q: How does Get Used To A Better Living Room rank in Clapboard's archive? A: Get Used To A Better Living Room holds a Clapboard Campaign Score of 61/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. The rating indicates the campaign’s effectiveness in delivering a focused, emotionally resonant message that aligns with IKEA’s brand values and market positioning within the highly competitive Australian furniture and home décor sector. Q: Who are the competitors in IKEA's category? A: IKEA competes with several key players in the household product market. Harvey Norman positions itself as a comprehensive home and lifestyle retailer offering a broad range of furniture, electronics, and appliances with an emphasis on convenience and in-store experience. Fantastic Furniture targets budget-conscious consumers by providing affordable, ready-to-assemble furniture with modern designs. Freedom differentiates through aspirational and contemporary furniture that combines style with comfort, appealing to consumers seeking trendy, quality living room pieces. Temple & Webster operates as an online-first retailer with a curated, trendy range aimed at millennials and design-conscious shoppers. Domayne focuses on premium, high-end designer furniture and home décor, emphasizing quality craftsmanship and exclusivity.