Consistently across multiple countries the creative advertising and marketing that these companies approve is industry-leading and, in two of their cases, within categories that are either very crowded (cars) or traditionally not creatively amazing (home furnishings).
To this point, IKEA’s latest is very fun... It’s this ad with ghosts. Purely enjoyable and memorable while making the point of easily improving a home for not much money. Mother is the agency.
IKEA’s core brand purpose is to “be the leader of life at home.” One way they do this is the brand constantly has ethnographic studies in-market to see first-hand what people need and how they live in their homes. IKEA even publishes a quarterly report called “Life At Home.”
The brand has been winning “life at home” for a very long time. So every time I see great work & thinking from IKEA I always root for them. If you'd like to read more, Leontyne Green Sykes was their Dir. of Marketing for a long time and she has a very good interview here.
From John’s Pinboard:
I had no idea of the character. But the moment I was dressed, the clothes and the makeup made me feel the person he was. I began to know him, and by the time I walked on to the stage he was fully born. When I confronted the director, I assumed the character and strutted about, swinging my cane. Gags and comedy ideas went racing through my mind.