IKEA has launched “Make more of your Garden”, an advertising campaign in the UK and Ireland using backyard gnomes to showcase the retailer’s outdoor living solutions and inspire people to transform their outdoor living spaces. The campaign, which features a 60 second TV ad and a 2 minute music video, brings together a couple who determinedly renovate their backyard despite the best efforts of pesky garden gnomes.
A couple tries to transform their garden with IKEA outdoor furniture, but they have some opposition to the change, from the ultimate embodiment of everything that’s tired and dreary about British gardens – the garden gnome. The gnomes will do anything possible to keep the garden the way that they like it, kitsch and dull. Every improvement the family makes, hanging colourful SOLVIN DEN solar-powered lights, erecting a KARLSÖ gazebo and introducing the ARHOLMA outdoor sofa, angers the gnomes, who do anything to stop the family.
The campaign also features outdoor, press ads and online ads.
Freddy Mandy, creative director at Mother, said: “To us, gnomes symbolize the lacklustre state of the nation’s gardens. They are tired, old fashioned and uninspired. So we imagined the gnomes’ reaction to a family installing new, exciting, modern garden furniture into their territory. It sparks a turf war, quite literally.”
The Time For Change campaign was developed at Mother London.
Filming was shot by director Mike Maguire via Biscuit Filmworks with director of photography Ula Pontikos, managing director Shawn Lacy, executive producers Orlando Wood and Colleen O’Donnell, head of production Rachel Glaub, producer Gustav Geldenhuys, production designer Alexis Ross.
Audio post production was done at 750mph.
Music is “Time for Change”, originally by Mötley Crue, arranged by Tom Player, performed by Palace of Budapest Philharmonic Orchestra and The Heritage Singers. Orchestra leader was Oláh Vilmos.