{"id":25676,"date":"2023-04-06T09:41:54","date_gmt":"2023-04-06T16:41:54","guid":{"rendered":"https:\/\/presskitchen.com\/?p=25676"},"modified":"2026-01-28T09:50:21","modified_gmt":"2026-01-28T09:50:21","slug":"ikeas-iconic-blue-bag-is-the-gift-that-keeps-on-giving","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/ikeas-iconic-blue-bag-is-the-gift-that-keeps-on-giving\/","title":{"rendered":"With Music Out of Squeak E. Clean Studios, Ikea&#8217;s Iconic Blue Bag is the Gift That Keeps on Giving in New Ad via AdWeek"},"content":{"rendered":"<h1 class=\"text-center mb-4\" style=\"text-align: left;\">The spot marks the official launch of the retailer\u2019s new brand platform spotlighting affordability.<\/h1>\n<p>&nbsp;<\/p>\n<p><iframe title=\"The Giving Bag\" width=\"840\" height=\"473\" src=\"https:\/\/www.youtube.com\/embed\/0aOS3V2jUqw?start=39&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>For some diehard\u00a0Ikea\u00a0customers, a trip to the store is already considered a magical experience. But in times of economic uncertainty, the home furnishings retailer wants to drive home the point that it can also be an affordable one.<\/p>\n<p>Created in partnership with\u00a0Ogilvy New York, Ikea U.S. launched \u201cThe Giving Bag,\u201d a 60-second spot featuring a young boy and his family finding a plethora of practical, sustainably designed and reasonably priced items in an enchanted version of the retailer\u2019s iconic Frakta bag.<\/p>\n<p>The running sight gag sets a playful tone, with everything from floor lamps and sectional sofas to area rugs and dining chairs improbably being pulled from the shopping bag. Even the dog gets a comfy bed as the family uses the goods to furnish a new house.<\/p>\n<p>The spot, directed by Ewurakua Dawson-Amoah, is the hero film for the brand\u2019s new campaign and platform, \u201cAffordable Design. Endless Possibilities,\u201d and has begun running across linear and CTV, digital and social media since its launch on March 8.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-25677\" src=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/04\/Ikea-blue-bag-ogilvy-2023.jpg.png\" alt=\"\" width=\"1200\" height=\"675\" srcset=\"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/04\/Ikea-blue-bag-ogilvy-2023.jpg.png 1200w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/04\/Ikea-blue-bag-ogilvy-2023.jpg-300x169.png 300w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/04\/Ikea-blue-bag-ogilvy-2023.jpg-1024x576.png 1024w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/04\/Ikea-blue-bag-ogilvy-2023.jpg-768x432.png 768w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/04\/Ikea-blue-bag-ogilvy-2023.jpg-350x197.png 350w, https:\/\/demo.techsystintel.com\/press_kitchen_dev\/wp-content\/uploads\/2023\/04\/Ikea-blue-bag-ogilvy-2023.jpg-600x338.png 600w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" \/><\/p>\n<p>\u201cWhat really excites us about working with Ikea is that the brand, on all levels of the organization, truly believes in and lives their values,\u201d\u00a0Fanny Josefsson, Ogilvy New York\u2019s creative director, told Adweek. \u201cUltimately, we wanted to celebrate the spirit of Ikea, and we\u2019re going to continue to do so with activations and other types of content over the coming months.\u201d<\/p>\n<h4 style=\"text-align: center;\"><strong>Big bag of tricks<\/strong><\/h4>\n<p>Earlier this year, Ikea Canada\u2019s \u201cThe Troll\u201d introduced the concept of kids carrying the famous blue bags as the new Santa Claus (or Mary Poppins, who was more apt to pull lamps out of bags).<\/p>\n<p>But where the short film explored people\u2019s relationship with their homes, \u201cThe Giving Bag\u201d digs deeper to address the current economic climate and consumer\u2019s relationship with their finances when it comes to major purchases like home buying.<\/p>\n<p>\u201cWith inflation hitting Americans hard, affordability is top of mind for all of us,\u201d an Ikea U.S. representative told Adweek via email. \u201cBut Ikea has always strived to be an ally for those with tighter budgets. We wanted to create a platform that aligned with our values and could inspire people, even now.\u201d<\/p>\n<p><strong>CREDITS<\/strong><\/p>\n<p><strong>Agency<\/strong><\/p>\n<p>Office: Ogilvy New York<\/p>\n<p>Chief creative officer: Menno Kluin<\/p>\n<p>Creative director: Sho Matsuzaki<\/p>\n<p>Creative director: Fanny Josefsson<\/p>\n<p>Senior copywriter: Peter MacInnis<\/p>\n<p>Senior art director: Woo Jae Yoon<\/p>\n<p>Head of production, North America: George Sholley<\/p>\n<p>Executive producer: Jack Patrick<\/p>\n<p>Senior producer: Judy Anekal<\/p>\n<p>Executive producer, music: Michael Freeman<\/p>\n<p>Managing director: Joan Voltz<\/p>\n<p>Executive group director: Tillie Fell<\/p>\n<p>Account executive: Amanda Maddox<\/p>\n<p>Business affairs manager: Deborah Steeg<\/p>\n<p><strong>Client\u00a0<\/strong><\/p>\n<p>Office: IKEA U.S.<\/p>\n<p>Country marketing manager: Shideh Hashemi<\/p>\n<p>External communications manager: Christine Whitehawk<\/p>\n<p>External communications specialist: Cara Cordrey<\/p>\n<p>U.S. interior design leader: Barry Reidy<\/p>\n<p>U.S. interior design leader: Jessica Ochoa<\/p>\n<p>U.S. interior design leader: Erik Smith<strong>\u00a0<\/strong><\/p>\n<p><strong>Music \/ Sound\u00a0<\/strong><\/p>\n<p><a href=\"https:\/\/www.squeakeclean.com\/\">Squeak E. Clean Studios<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>Click <a href=\"https:\/\/www.adweek.com\/agencies\/ikeas-iconic-blue-bag-is-the-gift-that-keeps-on-giving-in-enchanting-new-ad-from-ogilvy\/\">HERE<\/a> to read the original article.<\/p>\n<p><em>Key Placements<\/em>: <a href=\"https:\/\/adage.com\/article\/hot-spots\/new-commercials-jersey-mikes-danny-devito-ikea-meta-pilot-pen-corona\/2478551\">Ad Age<\/a> &amp; <a href=\"https:\/\/www.adweek.com\/agencies\/ikeas-iconic-blue-bag-is-the-gift-that-keeps-on-giving-in-enchanting-new-ad-from-ogilvy\/\">Adweek<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The spot marks the official launch of the retailer\u2019s new brand platform spotlighting affordability. &nbsp; https:\/\/www.youtube.com\/watch?time_continue=39&amp;v=0aOS3V2jUqw&amp;embeds_euri=https%3A%2F%2Fwww.adweek.com%2F&amp;source_ve_path=MzY4NDIsMzY4NDIsMjM4NTE&amp;feature=emb_title For some diehard\u00a0Ikea\u00a0customers, a trip to the store is already considered a magical experience. But in times of economic&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25677,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[211,218,270,2376],"tags":[271,1613,1892,2375],"class_list":["post-25676","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-fresh-news","category-advertising","category-music-sound-design","category-squeak-e-clean-studios","tag-music-and-sound","tag-ad-campaign","tag-ikea","tag-squeak-e-clean-studios"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>With Music Out of Squeak E. 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