The campaign aims to highlight the role of the kitchen and the table as the heart of the home, a place for gatherings, conversations, and shared life experiences.

The main element of the campaign is a 30-second TV commercial, along with three 15-second product spots, focusing on various aspects related to gatherings around the table – from setting it, through cooking, to cleaning up.

Additionally, for digital activities, twelve 10-second spots were created, showcasing smart, beautiful, and affordable IKEA products.

As statistics from the IKEA Life At Home 2024 report show, living together with others promotes more frequent laughter and greater life satisfaction. The campaign spots tell a tender story of a family whose home fills with unexpected moments, people, and IKEA furniture – simply put, with life.

IKEA announces that this year will be full of conversations, laughter, aromas, and emotions, emphasizing that no one knows as much about home gatherings as IKEA.

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