Ikea renames its products after common Google searches in new ad

Ikea has long been known for the quirky names it gives to its products, but a new ad campaign sees these monikers get even stranger.

Ikea Retail Therapy

A new ad for Ikea from Swedish ad agency Åkestam Holst sees the furniture brand’s products renamed after searches for various relationship dilemmas on Google. Titled Retail Therapy, the campaign sees a search for ‘My friend only talks about himself’ assigned to a dressing table with a mirror or ‘How to make long distance work’ attributed to a moving box.

Ikea Retail Therapy
Ikea Retail Therapy

Most of the pairings are witty. ‘Hard to get teenager out of bed’ is the new name of a screwdriver/drill, while ‘Dating three at once’ is a triple pad for wireless charging. Occasionally the namings are poignant though, such as a desk with a dividing screen through its centre named ‘My partner annoys me’. Or just odd: ‘My family doesn’t respect me’ leads to a queen’s costume, for example.

The campaign is funny and charming but also potentially performs a SEO coup, with Ikea’s products presumably travelling up the Google search engine each time someone searches for these issues.

Ikea Retail Therapy
Ikea Retail Therapy

Ikea has this year performed a great job of illustrating modern families in its ads, with spots including one on life after a divorce, and another about a child growing up and leaving home. This new campaign is more abstract and out-and-out humorous than these previous ads, but it continues the message that Ikea is the brand to help you out, whatever your relationship issue.


Agency: Åkestam Holst
Creative director: Magnus Jakobsson
Creatives: Caroline Andersson, Felicia Jensen
Digital producer: Alex Picha

More from CR

Camper – Brand of the Year

Camper has a longstanding history of commissioning great imagery, but the arrival of Romain Kremer as Global Creative Director has resulted in an edgier approach that sets it apart from rivals, says Eliza Williams

Senior Creative Designer

Monddi Design Agency

Head of Digital Content

Red Sofa London