IKEA piggybacks on latest iPhone release with satirical campaign

IKEA piggybacks on latest iPhone release with satirical campaign

always one to stay on top of current events, IKEA has revealed its’ latest campaign – a playful response to the launch of the latest iPhone. poking fun at the tech giant, who announced wireless charging on the 8/X models last week, this feature was embraced by IKEA back in 2015. the new ads showcase IKEA’s wireless charging lamp, RIGGAD, whilst mimicking apple‘s and steve job’s most recognisable quips. ‘this changes everything’ becomes ‘this charges everything’ and ‘think different’ becomes ‘link different’.

‘this charges everything’, the digital ad campaign features apple’s advertising quips reimagined



for the last two years, the swedish design brand has been offering customers wireless charging pads, which up until now have needed an adapter to be compatible with the iPhone. finally apple fans can make use of IKEA‘s extensive range of products, a fact they are keen to let consumers know. ‘IKEA has been very progressive with wireless charging,’ explains morten kjær, creative director at IKEA creative hub. ‘we are thrilled that new iPhone owners finally can make use of one of the most powerful lamps we’ve ever made.’ 

‘apple juice’, IKEA’s digital ad campaign, featuring the RIGGAD wireless-charging lamp

‘link different’, rephrases apple’s most famous lines

‘one more thing…it’s also a lamp’, IKEA has been using wireless technology since 2015

‘siri, what lamp should I buy?’, IKEA pokes fun at iPhone’s features, new and old

IKEA has been using wireless technology in products such as RIGGARD since 2015



project info:


agency: ikea creative hub / acne
client: ikea
creative director ikea creative hub: morten kjær
creative director acne: johan holmgren
creatives acne: tiago pinho, isaac bonnier, joel lindblad, simon saarinen, christian karlsson, anton bolin
executive producer acne: david olsson
producer acne: maria widemar
project leader acne: lovisa friman bendz
photographer acne: anders kylberg
final art acne: johan lundgren
social media manager acne: rocio garrido rus
assignment manager ikea creative hub: mia malmström
assignment leader ikea creative hub: louice alvarsson
client ikea: jeroen hubert, anna larsen

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