Breathing space: Ikea ad puts the record straight

International – Swedish super-brand Ikea has created a series of advertisements featuring the stories of individuals to promote its product range.

One advert, entitled Harry’s Records: Make Room for your Life, tells the tale of Harry, a DJ whose vinyl collection has taken over his house.

Audiences see his stacks of records piled high in every room of his house, leaving his son little room to play with his toys. Yet the problem is quickly solved when he is shown to buy one of Ikea’s Expedit shelving units. The Expedit hides his collection and demonstrates that you can have room for your passion, while leaving space for a family life.

For more on how the consumer can become the storyteller, read our Transmedia Futures macrotrend.