With the new IKEA TV advert, a bright light has emerged in the world of modern commercial advertising. Or to be more precise, the light of the famous IKEA tea lights. Commissioned by IKEA, Hamburg agency Grabarz & Partner has produced a new TV advert that presents tea lights in a highly emotional way. At a time when many brands are focusing on volume and discounts, IKEA has deliberately used a calm 30-second advert to showcase the power of the brand. You dont need a great deal of money to make your world more beautiful, just a bit of IKEA thats the IKEA philosophy in a nutshell, explains Claudia Willvonseder, IKEAs Marketing Manager. The tea light is one of several IKEA icons, and is a small-scale reminder of everything that IKEA does in a larger context, she adds. Ralf Heuel, Creative Managing Director at Grabarz & Partner, continues: With this advert, we are deliberately going against the grain of current advertising breaks, and providing a setting for those values that are an important part of the IKEA brands DNA: creativity, imagination and unpretentiousness. The TV advert will be shown by all broadcasters with high coverage potential from 1 February 2010. Those responsible for creating this advert include Claudia Willvonseder (Marketing Manager), Hendrik Zimmer (Departmental Manager for Advertising), Sebastian Mensing (Project Leader) and Hermann Krug (Commercial Film Service) on the customer side, and Ralf Heuel (Creative Managing Director), Tom Hauser (CD Text), Fedja Kehl (Senior Art Director), Paul von Mhlendahl (Senior Copywriter), Thomas Eickhoff (MD Consulting) and Julia Wilhelm (Consulting) on the agency side. The film was produced by Stink Berlin, and the Executive Producer was Nils Schwemer. It was directed by Nacho Gayan, produced in cooperation with the media agency Mediacom Dsseldorf, and filmed in Prague. Grabarz & Partner is an independent owner-led advertising agency that for many years has been considered one of the most creative agencies in Germany and across the world. The most recent Gunn Report ranked the Hamburg-based agency at no. 32. With around 190 employees, Grabarz & Partners customers include IKEA, EDEKA, DEVK, Vapiano, Bauknecht, Brother and Volkswagen cars, and is also the international lead agency for Volkswagen commercial vehicles.
Agency: Grabarz & Partner