IKEA is pulling a bait-and-switch in a series of spots based on luxury brand tropes before reinforcing its commitment to value.

In its latest work, the Swedish retailer is sending up stuffy, master whisky distillers and fatuous fashion model shoots before its brand voice, Jonas, intones, “Actually, it’s IKEA.”

“People are often surprised by the quality of IKEA products given its affordable price point,” Jonelle Ricketts, head of marketing for IKEA Canada, tells strategy. “They see something that looks high-end and can’t believe it’s actually IKEA…During the campaign’s early development, we often discussed how, as IKEA co-workers, we’ve experienced real-life situations where people are surprised when we reveal our furniture is from IKEA.”

Ricketts adds that affordability remains a cornerstone for IKEA since the brand’s inception more than 80 years ago.

Last summer, IKEA’s campaign, “Coming Home,” emphasized the brand’s low costs, functionality and versatility. Rethink did the creative on that campaign as well, while Carat did the buy.

Other value-centric work from 2024 deployed humor – pet mishaps and gaffes – to highlight global efforts by the retailer to slash prices.

In 2024, IKEA Canada invested more than $80 million to lower prices on more than 1,500 products across its range. This year, IKEA Canada claims it is making its range more affordable by investing more than $50 million to lower prices on more than 550 SKUs.

The campaign, by agency partner, Rethink and buyer Carat, comes to broadcast, out-of-home, digital and social media and runs nationally from now until April 2025.

It’s a a 360 full funnel approach, designed to make a big splash and reach the many Canadians who are seeking affordable home solutions, with a “holistic video strategy including television, streaming TV, online video, connected devices and social all combine to have impact and create emotional resonance.”