Dive Brief:

• A new spot from Swedish home retailer Ikea, “Everyday Heroes,” offers a tongue-in-cheek toast to the unsung household fixtures “we all take for granted.” 
• The spot features such utilitarian items as a coat hook, a toilet-bowl brush and a faucet quietly doing their jobs, backed with an inspiring voiceover and music.
• The campaign continues in Ikea’s vein of off-the-wall brand ads. 

Dive Insight:

Big-box housewares retailer Ikea continues its irreverent tradition with an inspirational ad showing the “Everyday Heroes” of the home—fixtures from toilet paper roll holders to lamps to bath mats. A narrator describes them as “self-sacrificing heroes who’ve always got your back” with gravitas, as the kind of inspirational music more often associated with scenes of firefighters, rescue workers, and soldiers rises in the background.

Produced by Swedish agency Forsman & Bodenfors, the ads celebrate the mundane in in a clever way, much like the retailer's recent “Book Book” catalog ad created by BBH Asia Pacific. The campaign also includes a Twitter component, tagged @EverydayHeroes365.