Coexistence at home, especially those with different generations, can be a stressful experience. In the new IKEA campaign these tensions approach horror, but are resolved thanks to humor and different products of the company, which is re -raised as a facilitator of life.

The brand has launched the “Living Better” campaign, designed by the Creative Agency McCann Madrid, with which it proposes a current portrait of coexistence between generations. IKEA addresses the reality of many homes before a context in which the emancipation of young people is complex due to the difficult access to housing.

Thus, in two spots, which have the production of Rome, the company reflects some of the daily situations that can occur between young people and parents who live in the family home. Using the narrative and visual codes of horror cinema, it raises an interrupted work video call, in a comic turn, by a gymnastics session, or an approach to the cooking turned into the scene of a crime.
Both situations are resolved thanks to articles marketed by Ikea.

The campaign bets on terror and humor to strategically link the so -called “Spooko Season”, that is, the period – each time longer – of celebration of Halloween. The campaign is activated in media from Sunday, October 5.

“We are aware of the difficulties that young people from our country are going through to access a home and that many have to remain in the family home until they can become independent”, Said Rafael Jiménez, director of Marketing Communication at Ikea in Spain, in a statement.”With this campaign we want to approach this social reality from a constructive and positive view, providing solutions that facilitate intergenerational coexistence and allow most people to enjoy their day to day in the common home”

“Living better” will have executions on television, digital formats, and also external advertising pieces. These will be activated over the coming months and until mid -2026.
As the company advances in the statement, a special action has also been prepared around Ikea Familiy, the company’s loyalty program. He explains that on October 9 an action will be activated to discover different tensions of coexistence, as well as a raffle of 20 € 500 gift cards.