Ikea’s new TV advertisement, entitled ‘Fortune favours the frugal’ puts the spotlight on ways to live more sustainably, including home preserving, using reusable cups for coffee on-the-go and putting clothes to dry on an airer rather than use a tumble dryer.
The dramatic storyline shows a meteorite made up of rubbish (including single use plastic, drinks cups and food packaging), which is hurtling towards Earth. The sustainable actions of the protagonists help to destroy the threat.
The retailer’s message is that ‘being frugal doesn’t just leave us feeling more balanced and content, it’s friendlier to the planet too.’ Ikea is aiming to become fully circular by 2030.
The new ad has attracted positive reactions from consumers, as well as accusations of ‘greenwash.’
Top: Single use rubbish in the meteorite hurtling towards Earth.
