Like a baby – IKEA Poland 2017 | Clapboard Ad Archive

63

Like a baby - IKEA | Clapboard Ad Archive

IKEA’s 2017 campaign Like a baby, created by Grey Poland, deploys a striking visual metaphor to express the enduring comfort of home, positioning the brand as an essential anchor for every stage of life within the retail sector. The film follows two babies who awaken in their bedroom, only to age rapidly throughout the day, maturing into adults before returning to their infant selves as they drift back to sleep, a narrative loop that elegantly sidesteps linear storytelling in favor of symbolic resonance. By leveraging this transformation, the campaign makes a memorable statement: the comfort and rest experienced in an IKEA bedroom sets the stage for the kind of restorative, innocent sleep one associates with early childhood. In line with Clapboard’s taxonomy, the creative approach sits squarely in FORMAT#9—Symbolize the Benefit, as the exaggerated aging cycle powerfully conveys the universal appeal and reliability of the brand’s product experience rather than relying on literal demonstrations or explicit claims. The Polish-language spot, while locally grounded, communicates globally relevant emotions—nostalgia, reassurance, and the continuity of familial bonds fostered in a home environment designed for real life. Grey Poland’s decision to forgo overt lifestyle montage or product-centric close-ups in favor of a cyclical, human-focused mechanic not only enhances the emotional register but also reinforces IKEA’s differentiated role in shaping meaningful day-to-day rituals. The creative device of adults reverting to their baby selves at bedtime inventively strips away adult pretense, inviting viewers to reconnect with the primal need for safety and comfort—a promise IKEA aspires to deliver through its accessible product design and curated domestic environments. The campaign’s reception underscores its resonance among viewers, reflected in sustained positive engagement and discussions about childhood, aging, and the spaces that shape our deepest memories. In an era when brand storytelling often gravitates toward the hyperbolic or the functional, Like a baby signals a reaffirmation of subtlety and depth in retail advertising, using metaphor to elevate product benefit into genuine emotional territory. Clapboard rates this 63/100. IKEA’s Like a baby matters for the industry because it demonstrates how retail communication can transcend product utility by rooting brand promise in the cyclical, universal moments that define the experience of home.

Credits

Client

IKEA

Agency

Grey

Creative Director

Jakub Korolczuk

Art Director

Aneta Szeweluk-Skarbek, Michał Rudek

Copywriters

Natalia Dudek, Mateusz Gaca

Account Management

Katarzyna Szewczuk, Małgorzata Łoza, Julia Czerniuk

Strategic Planner

Agnieszka Gozdek, Weronika Sołtysiak

Production House

DOBRO

Additional Credit

Johan Sthal

Category Mind Map

48%

The IKEA campaign "Like a baby," launched in Poland in 2017, employs a narrative approach to underscore the cyclical nature of life stages within the home environment. By depicting babies who age throughout the day and revert to infancy upon sleep, the campaign emphasizes the emotional continuity of living spaces across a lifetime. This visual metaphor suggests that IKEA’s furnishings and home solutions are designed to support families through every phase of life, reinforcing the brand’s promise of durability, comfort, and adaptability. Strategically, the campaign taps into a universal insight about the passage of time and the evolving needs within a household, connecting emotionally with viewers who value a home as a sanctuary that nurtures growth and rest. The creative angle—using the natural transformation of babies into adults and back—humanizes the brand and positions IKEA as an integral part of everyday life. By leveraging a relatable, family-centered storyline without overt product placement, the campaign appeals to a broad retail audience seeking reliable and versatile home solutions. This approach aligns with IKEA’s wider market strategy of fostering long-term consumer relationships through meaningful and emotionally resonant storytelling.

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This IKEA campaign, "Like a baby," employs strong symbolic imagery: adults repeatedly awaken as babies in their bedroom, suggesting a return to an innocent, restful state. Rather than offering a literal problem/solution narrative, explicit demonstration, or brand comparison, the campaign uses the transformation as a visual metaphor. The symbolism here equates sleeping in IKEA’s bedroom environment with the deep, rejuvenating rest and comfort that only a baby experiences, thus powerfully representing the product’s benefit through exaggerated, memorable visuals. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Black Red White – Known as one of Poland’s largest furniture retailers, Black Red White emphasizes affordable, locally manufactured furniture with a wide range of styles. Their positioning focuses on value for money, accessibility, and strong presence in both physical stores and online platforms, appealing to budget-conscious consumers seeking functional home solutions. 2. JYSK – This Danish retailer positions itself as a provider of practical, Scandinavian-inspired furniture and home goods at competitive prices. JYSK targets cost-sensitive customers who appreciate simplicity, durability, and timely promotions, maintaining a strong footprint through frequent sales and an expanding store network in Poland. 3. Agata Meble – Agata Meble distinguishes itself by offering a comprehensive mix of modern and classic furniture with an emphasis on quality and contemporary design. Their strategy includes an extensive showroom experience combined with personalized customer service, targeting middle-to-upper market segments seeking style and comfort. 4. IKEA Poland – IKEA’s positioning centers on affordable, stylish, and functional Scandinavian design with a do-it-yourself assembly model. Their global brand identity leverages sustainability, innovation, and a strong in-store experience combined with extensive product variety for mass-market appeal in urban and suburban homes. 5. Komfort – Komfort positions itself as a premium Polish furniture retailer focusing on modern design and customization options. Targeting discerning customers, Komfort emphasizes exclusive collections, collaborations with designers, and a high level of service to create personalized, sophisticated living spaces.

Q: What is Like a baby about? A: Like a baby is a 2017 campaign created by Grey for IKEA in Poland, designed for the retail services market. The central creative idea follows two babies who wake up in their bedroom and, over the course of a day, age into adults—only to revert to infancy each time they fall asleep and wake again. This cyclical narrative visually explores the passage of time and the enduring comfort of home, positioning IKEA’s bedroom solutions as a source of lasting security and rest throughout all stages of life. Q: What creative device does Like a baby use? A: Like a baby employs FORMAT#9 SYMBOLIZE THE BENEFIT, as classified by Clapboard’s 12-format taxonomy. The campaign uses the exaggerated visual of adults transforming back into babies to symbolize the rejuvenating rest and comfort associated with sleeping in an IKEA bedroom. Rather than presenting a literal demonstration or direct product comparison, the film leverages this metaphor to represent the deep, restorative sleep that IKEA’s products provide, making the benefit both memorable and emotionally resonant for viewers. Q: What is the campaign proposition for Like a baby? A: The campaign proposition for Like a baby centers on IKEA’s promise to support families through every phase of life with durable, comfortable, and adaptable home solutions. By depicting the cyclical transformation from infancy to adulthood and back, the campaign appeals to a broad audience seeking a home that nurtures growth, rest, and emotional continuity. This strategic positioning underscores IKEA’s role as a facilitator of everyday life, reinforcing the brand’s relevance in the retail category by connecting emotionally with consumers who value their home as a sanctuary. Q: How does Like a baby rank in Clapboard's archive? A: Like a baby holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the context of retail advertising. Q: Who are the competitors in IKEA's category? A: In Poland’s retail furniture market, IKEA competes with Black Red White, which emphasizes affordability and a wide range of locally manufactured furniture for value-driven consumers; JYSK, known for practical, Scandinavian-inspired home goods at competitive prices; Agata Meble, which targets the middle-to-upper market with a mix of modern and classic styles and a focus on showroom experience; and Komfort, positioned as a premium retailer offering exclusive designs and customization for discerning customers seeking sophisticated living spaces.