IKEA makes a case for “the new American dream” in a new advertising campaign geared toward young people with different thoughts about what it means to “make it” in today’s world.
The furniture retailer told Ad Week it conducted extensive research and found that people’s perception of the so-called American dream has shifted over time to mean “focusing on creating memories instead of just accumulating more things.”
Part of that shift, IKEA maintains, also includes an expectation of diversity and representation of minority communities including the LGBT community. A page in their 2017 catalogue even features an interracial same-sex couple chilling out at home, situated next to a caption that reads “All homes are created equal.”
“There are so many different ways that Americans live—multigenerational, gay parents, etc.—that define the real portrait of the America that’s really out there,” said Leslie Stone, director of strategic services for the Ogilvy agency, which created the ad.
“If we’d put across 20 different living situations, they’d all be equally powerful.”
Ikea was actually the very first company to put a gay couple in a national TV ad, way back in 1994. Although the company received a lot of hate for it — an Ikea in Hicksville, NY (yup) was actually evacuated following a bomb threat — Ikea stood behind the ad. For Ikea, this was just the beginning of a long line of ads to feature same-sex couples.
Check out the new campaign’s accompanying TV spot below: