Its competitors might be happy owning a room, but Ikea Canada is taking ownership of the whole house in its latest campaign, the first effort by newly minted AOR Leo Burnett, with media from Jungle Media. Leo won the business back in April following an agency pitch process that kicked off last November.

Hilary Lloyd, deputy marketing manager, Ikea Canada tells MiC the new brand campaign, “Long Live the Home” is targeting its usual demo of women 25 to 54, but with a more insight-driven campaign than ever before.

“We are putting a stake in the ground to be meaningful for life at home, rather than just being a leader in life in the bedroom, or the kitchen,” she says.

The new campaign includes 60-second and 30-second anthem-style TV spots celebrating the sometimes emotional moments that make homes important (say, bringing home a new baby) and Ikea Canada’s role in them.

Lloyd says the spot is a departure from the TV ads the brand has put out in the recent past, toning down the humour and increasing the emphasis on the sentimental value of the products. Magazine ads and a digital campaign will also be part of the campaign and roll out later this year.

Ikea’s media spend will remain roughly the same as it has been in the past, says Lloyd, but adds that Canadians will see a slightly different media mix, with a stronger TV presence, more ambient OOH work and a bigger digital push than in years prior.