Watch: Ikea goes against the grain with Christmas advert

Ikea Christmas advert 2019

Ikea has unveiled its Christmas advert that goes against traditional festive themes, featuring a family feeling “home shame” ahead of guests arriving for dinner.

The furniture retailer’s advert shows ornaments and objects coming to life to taunt the family for having a rundown house. The mum, dad and daughter spruce up their home with Ikea products to “silence the critics once and for all”.

The 90-second ad is deliberately going against the grain and features an original grime song by D Double E.

Ikea UK and Ireland country marketing manager Sarah Green said: “Our first Christmas advert focuses on the phenomenon of ‘home shame’ – encouraging people to overcome the negative voices in their head holding them back from opening up their homes.”

Subscription content

Please sign in now if you have a subscription or are already registered with us.

Retail Week

Register for free to continue reading provides premium, in-depth intelligence that helps retailers judge risks, spot opportunities and identify what they need to do to win in the digital economy.

Register today for a taste of our high-quality intelligence and enjoy:

  • Two free article views per calendar month on
  • Detailed analysis of current trends and events 
  • Exclusive newsletters
  • In-depth reports, videos, interviews and much more

Discover Retail Week register now

Please note, if you have recently purchased a subscription, it may take a few minutes before your account is updated.