In marketing, as with virtually all forms of communication, it’s not what you say but how you say it. In IKEA‘s case, what they want to say is that they have a big sale going on. That, particularly in this economy, is hardly unusual. But rather than tell their story the way other retailers do–such as by using predictable, been-there-heard-that language such as “It’s our biggest sale ever!”–they show a female shopper who has just left the store with her purchases yelling (presumably to her husband/accomplice), “START THE CAR!!! START THE CAR!!!” What you quickly get is that the prices she just paid are so low she feels like she’s just robbed the place.
I don’t know just how deep IKEA’s price reductions are–I’m not in the market for furniture–but this ad leaves no doubt in my mind that they are VERY deep. And the cleverness of the commercial leads me to assume that the furniture that’s on sale is probably pretty cool.
In fact, I find this advertising so compelling that I’m tempted to use Google Maps to get directions to the nearest IKEA while yelling to my wife, “START THE CAR!!! START THE CAR!!!”