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Ikea ad promotes eco housewares

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.

Above: Home preserving with the help of Ikea products.
Above: Home preserving with the help of Ikea products.

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.

Above: Using an airer from Ikea.
Above: Using an airer from Ikea.

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.’

Screen Shot 2021-01-12 at 12.20.07


Top: Single use rubbish in the meteorite hurtling towards Earth.

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