IKEA advertising is usually infused with positivism. But since the home, which is ultimately the raw material of the famous Swedish furniture brand , is an entity that has little or nothing monolithic, from time to time extraordinarily tricky topics make their way into IKEA advertisements. . And "Ghost", a spot recently released by the Scandinavian multinational in the Czech Republic, is one of those advertisements. In "Ghost", home , as has been clearly seen in the confinement overlapped by the coronavirus, is sometimes the opposite of paradise (and has little or no refuge). The protagonist of the advertisement is stalked inside and outside her home by a sinister ghostly presence that exercises a strong psychological control over the victim .

Even outside and safe from the oppressive four walls of her home, the particular playground of the ghost from the IKEA spot, the protagonist feels exhausted by fear. If you do not see the embedded video correctly, click here Finally, the viewer is aware Phone Number List that the woman who stars in the advertisement is not living in her own flesh (as it soon seems) a kind of "Poltergeist." And the one who puts her to the limit and makes her tremble like a leaf is not a ghost but her own husband. « Domestic violence is real even when it is not always visible. 47% of Czech women have experienced some type of psychological abuse at home ," the spot concludes.



IKEA: Every home should be a safe place” is the phrase that concludes the advertisement. It is not the first time that IKEA , which does not avoid the gloomy realities that lurk in the bowels of the home, sinks its teeth into domestic violence in its advertising . In 2017, it joined forces with the Italian NGO Telefono Donna to launch the shocking campaign "The Room" , in which domestic violence made its way (soundly at least) in IKEA stores. “Ghost” is signed by the agency based in Prague Triad. DATA SHEET Client: Ikea Campaign: “Ghost” Agency: Triad Advertising Prague (Czech Republic) Production company: Bistro Films Director: Marek Partys Dop: David Hofmann Executive producer: Jiri Ptacek Line Producer: Tereza Slaba Music: I Am Viliam.