Although Christmas excitement is undeniable, there is also a slight sense of dread that looms at the thought of the approaching festive season, with party after party, conversation after conversation, not to mention the moment when someone suggests hosting something round yours.

This feeling of dread is encapsulated by IKEA’s first ever Christmas ad in the UK and Ireland, ‘Silence the Critics’ created by Mother London. The campaign encourages people to fight ‘home shame’ and make their house a place where they want to invite visitors round this Christmas.

We see a couple peering around their small, tired flat in shame when suddenly their ornaments come to life and perform an original track voiced by the English grime artist D Double E. The rap embodies the woman’s insecurities, as the flat is ridiculed by a china panda, talking bunny teapot and snail salt and pepper shakers who point out the crack in the wall, the old mirror and the floor that has seen better days. The shame is ultimately combatted with a few new pieces from IKEA, transforming the couple’s home into a place they can feel proud to host people in.

The irreverent tone goes against the sentimentally so often seen in Christmas ads, injecting humour into the festive season. It’s built around music but of a different, more unexpected genre than the nostalgic tracks often relied upon for festive campaigns. 

By turning to an artist not in the mainstream and not changing his unique style, the brand recognises the cultural importance of this kind of music. IKEA recently launched a poll on their Twitter page asking if people would want to see a full release of the track, just in time for the coveted Christmas number one spot.

Alongside the campaign, which will run across TV, cinema, OOH, digital media and CRM, IKEA will be hosting in-store events showing customers how they can make their home festive-ready, including performing some ‘Christmas Treetorials.’ The sessions are designed to spark people’s imaginations as well as offering key products to transform their homes.

While many ads champion the history of Christmas or the joyful festive spirit that is so pervasive in brand messaging at this time of year, IKEA’s campaign is a refreshing moment of humour. The brand encourages people to not take themselves too seriously, and to just have a bit of fun this Christmas.