IKEA Voice Assistant

30 Seconds or Less - Single

2019

Rethink
w: rethinkcanada.com

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

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.