IKEA Singing

30 Seconds or Less - Single

2019

Rethink
w: rethinkcanada.com

Winner: Rethink Client: IKEA Canada Creative Director: Aaron Starkman, Christina Yu, Mike Dubrick, Ian Grais, Chris Staples Writer: Jake Hulsebosch Art Director: Laura Vardy Broadcast Producer: Shelby Spigelman Production Company: Vapor Music Voice Director: Ted Rosnick Production House Producer: Lindsay Bates Engineer: Ryan Chalmers Account Manager: Becky Rudson, Megan Christopher Ad Agency: Rethink

We enlisted the help of Jonas—IKEA’s spokesperson for the past 17 years who has become a staple in their sonic branding strategy. The ad documents Jonas starting the day in his IKEA bathroom, but when he shuts his door and begins to sing the unexpected happens. Jonas, known by some to have an annoying voice, has an amazing soulful voice reminiscent of Marvin Gaye. Finally, when someone flushes the toilet and the water temperature changes, we hear him singing in the voice we’d expect from Jonas.