skills/creative-director/references/legendary-campaigns/cards/ikea-ghosts-2018.md

---
id: ikea-ghosts-2018
title: "Ghosts"
brand: IKEA
agency: unknown
year: 2018
country: unknown
region: global
industry: retail
pattern: [P11]
category: film
idea_type: execution
involvement: passive_view
channel: digital
duration: campaign
goal: [engagement, awareness]
budget: low
emotion: [wry_affection, ironic]
emotion_tier: 3
insight_domain: joy
media_epoch: social
awards: [unknown]
quality_score: 6
scalability: universal
risk: safe
confidence: low
quality: stub_minimal
source_url: https://vimeo.com/264958913
verification_required: true
---

# Ghosts (IKEA · 2018)

## Insight
IKEA furniture is so ubiquitous it inhabits spaces its owners barely notice. The absurdist premise: even ghosts, given the chance to haunt somewhere, would choose IKEA furniture for its familiarity and comfort.

## Mechanic
A short film treating IKEA's home environment as the default setting even for supernatural beings — ghosts choosing IKEA products for comfort. The domesticity of IKEA and the otherworldliness of ghosts create the comedy.

## Why it worked
P11 (absurd as carrier) with a soft supernatural premise. IKEA's established visual world is strong enough to absorb the incongruity of ghosts without losing brand coherence. The premise is a gentle joke about how thoroughly IKEA has colonised the concept of "home."

## Steal
When your brand's products are so associated with a concept (home, comfort, domesticity) that even impossible scenarios default to them, that cultural saturation is the premise for absurdist comedy.

## Related
- Pattern: [[../MOC-pattern.md#p11]]
- Sibling: [[metro-trains-dumb-ways-to-die-2012.md|Dumb Ways to Die]]
- Sibling: [[old-spice-man-your-man-could-smell-like-2010.md|The Man Your Man Could Smell Like]]
- Emotion match: [[guinness-surfer-1999.md|Surfer]]

---

*Author: Serge Shima ([t.me/aimastersme](https://t.me/aimastersme) · [sergeshima.com](https://sergeshima.com) · [aimasters.me](https://aimasters.me)) · License: CC BY 4.0 — attribution required · Source: [smixs/creative-director-skill](https://github.com/smixs/creative-director-skill)*