The message of the children’s story written by Roald Dahl in 1964 never goes out of fashion. ‘Wonka’, the latest big-screen adaptation of the classic, directed by Paul King and starring Timothée Chalamet, took over 150 million dollars at the worldwide box office in under two weeks two years ago.
Little Charlie Bucket knows exactly what he wants: his family is his greatest treasure. So much so that he turned down his prize to stay with his parents and grandparents, who refused to get into the glass lift. Kind, respectful Charlie found the sweetness of the world in his family’s love, putting a humble life with his loved ones before a lonely chocolate empire.
The importance of family time is a recurring Christmas value that big brands use during the festive season to tug at the heartstrings and stay in the audience’s memory.
Appealing to family is usually a winning strategy with a strong return on investment. Just a few days ago IKEA launched its new Christmas campaign in Spain, ‘The best gift is being present’. A brilliant piece of work that champions family time and paying more attention to the people we love. It encourages us to look up and value the treasure we already have, right there within the four walls of our home.
Once again, IKEA moves us by showing a reality many people recognise. Screens, work pressures and a hectic pace are stealing the now from us: being present and enjoying the people we love most.
Take back control! That seems to be the message of this ad created by McCann Madrid, produced by Igloo Films and directed by filmmaker Alauda Ruiz de Azúa, which ties in perfectly with the brand’s main Spanish slogan, ‘Build yourself a better life‘ with IKEA.
Through a deeply human story about family, the Swedish brand manages to turn one of its drawbacks into a great advantage. From wasting time assembling your IKEA furniture to gaining quality time building your own IKEA furniture together. Because what’s truly valuable isn’t what you buy, but what you live and share with it.
This Christmas, do something memorable. It’s time to roll up your sleeves and create a Christmas campaign that moves people. Love, family, quality time, happiness… Channel Willy Wonka’s creativity and leave your mark on your audience this Christmas.
