IKEA Voice Assistant

30 Seconds or Less - Single

2019

Rethink
w: rethinkcanada.com

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 struggling to use his voice-activated phone to set his destination to IKEA, but his voice assistant just can’t understand him. No matter the enunciation of the brand, or the additional words he tacks on for context, the assistant gives him everything but the information he desires—how to get to IKEA.

Winner: Rethink
Client: IKEA Canada
Creative Director: Aaron Starkman, Mike Dubrick, Christina Yu, Ian Grais, Chris Staples
Writer: Tyler Copoc
Art Director: John Ricciardella
Strategist: Stacy Ross
Strategy: Sean McDonald
Producer: Shelby Spigelman
Audio House: Vapor RMW
Audio House Producer: Ted Rosnick
Engineer: Ryan Chalmers
Account Director: Sarah Riedlinger
Account Manager: Daniel Riggi
Ad Agency: Rethink