IKEA: Playin' With My Friends Commercial

IKEA's, 'Playin' With My Friends' commercial.

Directed by Dougal Wilson and aired October 27th 2012

Message creators:

IKEA's commercial, 'Playin' With My Friends' was created by a range of people.This includes

• Composer: Robert Cray and BB King, who composed the original song, 'Playin' With My Friends'
• Publisher: BMG Chrysalis and Wixen Music
• Artist: Masters In France
• Record Company: A&G
• Music supervisor: Platinum Rye
• Ad Agency: Mother London
• Creative Director: Tim McNaughton
• Production Company: Blink Productions
• Director: Dougal Wilson
• Post Production: MPC.

Creative techniques:

There are many creative techniques used in this commercial, I think one of the most important technique is the music. The music (originally composed and performed by Robert Cray and BB King; here has been remixed with a new, electric and fun sound by the Masters In France) puts forward the overall message and theme of the commercial: enjoying the company of each other - parents and children - in a family-friendly area, in this case, the kitchen and dining room. This also links to the fact that this commercial showcases IKEA's designs and products very well, showing that it is a family-friendly, spacious and efficient area, perfect and suitable for all the needs of a family. Overall, the song is integral to the messaging of the commercial, due to it's relevance. It may even be looked at as subliminal messaging - putting across the key theme that parents can be friends with children and have fun together around the dining table, enjoying each others company.

Another creative technique used in this commercial is the use of colour. The colours are bright and everything stands out, however, isn't overthrowing. The use of light is nice and relaxed, creating a feeling of peacefulness.

I believe there is also a small storyline, with more and more family members (robot, gorilla, action toy ect.) coming over to the house, preparing for the meal. I think the audience is more inclined to keep watching to get to the end of this 'story'.

Lastly, this commercial is in the style of a music video, which makes it different to other commercials out there, making it memorable. Overall, the creative techniques make the advert fun and cute, enjoyable to watch, and memorable, while still able to put forward the theme of 'Playing with friends', as well as showcasing the products IKEA have to offer.

Different understandings of the message of this commercial:

Different people may understand this message differently to me. Some of the different messages could include the overall theme of 'enjoying each others company' being overlooked because of the elements/creative techniques shown. Viewers may be thrown by the the music, or distracted by the quirkiness of this commercial, e.g. the toys that have come to life. The people who this could apply to may be children, as they're excited by the 'fun' of this commercial. However, as this advert was really for the selling of IKEA's products, may not be shown at a time when young children are watching the TV, seeing as it is mostly aimed for possible customers.

However, I don't think this message could be hugely misinterpreted; in my opinion, I think most viewers would see this advert not only as a showcase of IKEA's kitchen designs and features, however, shows that parents and children can have an enjoyable time in the family home!

Values, lifestyles and points of view represented in, or are omitted from, this message:

It represents the theme as mentioned before: parents and children having fun and enjoying each others company. Tim McNaughton, creative director, explained that "we wanted to bring to life IKEA's belief that children and adults behave better when they're together. IKEA wants to create homes that work seamlessly for everybody". The belief that children and adults can work together in a happy environment is shown in the ad.

The commercial shows a typical gathering of family and friends coming in for a dinner, with everybody lending a hand to help, whilst also having fun; which is a familiar scene for most families, meaning parents can relate to the ad. IKEA manages to show that their designs are fit for all throughout.

IKEA and their team of creators for this commercial had other ideas for the song. However believed that the chosen song fit best for their message, being unique and a surprising musical choice.

Why is this message being sent?

For all companies, money and profit is their main reason for doing something. In this case, they're really just trying to attract more customers to their stores. Sometimes, ads will have an ethical reason for being produced, however, this commercial advertises IKEA's products. It does send the message that families can work together and have fun in the home, but implies that this happens through having items from IKEA.