IKEA have launched their very first Christmas advert, Silence the critics, set to a grime soundtrack, encouraging people to defy ‘home shame’ when having guests over this festive season.
The contemporary ad shows a family in their home when suddenly some of their kitsch ornaments come to life, grime rapping about the state of their home, essentially home-shaming them.
The shaming encourages the couple to make some changes, adding items from IKEA to spruce up their home.
The advert ends with the tagline ‘Silence the critics.’
Ikea’s UK and Ireland county marketing manager, Sarah Green, commented: “Our first Ikea Christmas advert focuses on the phenomenon of ‘home shame’ – encouraging people to overcome the negative voices in their head holding them back from open up their homes.
“We believe that every home can and should be worthy of a get-together and that with a little imagination, some clever products and ideas, there’s no reason not to be proud to invite your nearest and dearest over. This campaign aims to inspire us all to get our homes party-ready and ‘Silence the Critics’, once and for all.”