A task such as designing a dream
home seems difficult in a small space, but Ikea has ideas to make it easier. To
advertise not just their products, but how to use them, they created the “Small
Ideas” commercial. Ikea uses a full
circle analogy and concepts of many different situations to promote their
furniture.
A
thought provoking analogy develops the idea for this marketing. The commercial
begins with a glass container getting filled with rocks. Very quickly it fills
up. As a woman describes the issues of space running out, she drops even
smaller stones into the bowl, and then eventually finely cut pieces to show how
much space the bowl actually has. This transitions well into the rest of the ad
by explaining how there are other ways to use scarce space in homes. After
showing what one can do with rocks in a container they compare it to a bedroom,
kitchen, or bathroom in small houses.
This comes full circle by the end when they pour water into the bowl
without any overflowing. This analogy parallels all the ideas Ikea has to
improve anyone’s space.
To
show how these concepts can help all kinds of people, Ikea provided changes for
many kinds of homes. In this commercial Ikea transformed a family living room, a
house shared with friends, and single’s apartments. By detailing so many
different styles Ikea exemplifies their versatility. They develop the ideas
that anyone can create a home they love with limited space. Ikea is able to
draw in many costumers because of all the unique situations the provide aide
for.
Ikea’s
“Small Ideas” spawns many large project ideas for people with their
advertisement. These challenging projects become much more manageable with the
help of Ikea.
http://www.youtube.com/watch?v=BQjBrt9LriY
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