There's no bed like home- IKEA's new campaign

Storytelling marketing is literally everywhere and with so many brands trying to compete for customers' attention on the ridiculously long videos they produce- say goodbye to the short and snappy ads of the past.

IKEA have released their new 'There's no bed like home' campaign which features a sentimental story about a husband who works away in the Arctic and has a pregnant wife at home who misses him dearly. You can watch it below:


Don't get me wrong I think it's a lovely video, but for me it lacks a bit of substance and the same emotion runs throughout the whole four minutes. Even at the end when the couple are reunited, I didn't feel happy or relieved or any type of emotion really. I think a lot of brands are trying to create these heart wrenching adverts and I'm afraid to say there are a lot better that IKEA's attempt.
The ad is a spin off to their wider campaign- but to me it really doesn't feel IKEA. The IKEA brand is friendly, budget, accessible to all and down-to-earth. This ad seems a little pretentious, dull and lacks energy and enthusiasm. I really do not believe it fits in with their brand image and I'm not even sure really how it fits in with what they are trying to sell. The idea of his uncomfortable beds and then coming home to his own bed is fair enough- but I'm not sure how it appeals to the majority of the population who sleep in their own beds every night any way. 
I'd love to know your thoughts on the ad- tweet me with your opinions on IKEA's latest ad.
Steph @stefclarkx