Nowhere like home.
That is the universal truth that articulates Ikea’s new global brand campaign, titled “There’s No Feeling Like Home” and devised by the in-house creative team together with the McCann agency. Going for an emotional and endearing tone, the company captures the sensations and emotions that the home provokes to highlight the way in which its products contribute to making it that special place, that personal refuge.
The “Coming home” ad is the centerpiece of the campaign, and has been directed by Justyna Obasi through production company Anorak Film. To the rhythm of the song “Home Again” by Carole King, performed by Lucy Dacus in a more melancholic version, Ikea presents a series of scenes, starring people from different parts of the world, which reflect, on the one hand, the anticipation during the return trip, and on the other, the joy of arriving.
“There is no feeling like home. We’re launching a new global brand campaign that celebrates a simple universal truth: home is more than a place. It’s a feeling like no other”; they comment from Ikea through LinkedIn. “‘Coming Home’ captures the anticipation of the journey home and the joy of finally walking through the door. Because everyone should have a home they love.”.
The campaign, according to the agency in a statement, is based on the conclusions of the latest edition of Ikea’s “Life at Home” report, which indicates that two-thirds of people globally describe their home as a place of joy, highlighting the profound emotional role it plays in people’s lives. This insight helps the company to continue working on its mission to create greater enjoyment of the home for all people through affordable and accessible solutions.
“The feeling of home is something we all understand. This campaign celebrates that shared experience and our belief that everyone deserves to feel it.“commented Vincenzo Riili, Global Marketing Director of Ikea Retail (Ingka Group).”We are committed to creating a better life every day for the many, and we hope the film inspires people to create spaces that support what matters most, in a way that is accessible to all.“.
“Home is more than a place; It’s a feeling like no other“, have expressed, for their part, Jim Nilsson and Jacob Gjelstrup Björdal, Global Creative Directors at McCann London. They assure that the idea fits into their agency philosophy. “Following people as they return home, we’ve taken a look at the moments that matter. It’s ‘Truth Well Told’: capturing that universal emotion and showing Ikea’s role in bringing that feeling to life.”.
The campaign is initially launched in South Korea, China and Belgium, and will expand its reach globally throughout 2026. It runs on social networks, digital platforms, television and outdoor advertising, and will have local downloads.
