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October 24, 2014
IKEA Releases 'The Shining' Parody for Late Hours
 
At times, a parody can seem pretty cheesy, especially when it comes around the holidays. But when you see atypical brands do one, one cannot help but appreciate its addition to the fold. 

Consumers like parodies because they remind them about another experience; the brand can tie itself to another concept, experience, or event that the consumer can readily recall. Most brands choose well-liked parodies, so they can avoid choosing an association that would be taken negatively.

IKEA posted its Halloween ad on YouTube a few days ago. It showcased a parody of The Shining. As you watch the 90-second ad, you see many of the elements that the movie is known for. Its goal is to show people that its stores (at least IKEA Singapore) will be open until 11 p.m.

Catch the spot below.



Do parodies work? Will this increase the amount of late IKEA shoppers? Who knows. But it is a good primer for consumers to know that IKEA is open late as we get closer to the shopping calendar. Those holiday sales days are steadily trying to creep before Thanksgiving, and smart brands like IKEA are already preparing for them.

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Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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