Self-Aware Ad Copy That Works

I should think it appropriate to kick off this blog with an example of what I feel is effective advertising copy. The particular commercial that I am referring to in this instance is Leo Burnett's new television ad for Ikea Canada from the Long Live The Home campaign (click here to view the 60-second spot).

   First, we should take notice of the abrupt departure that this ad takes from Ikea's established advertising style. In the past, Ikea has been known for its commercials that are quirky and funny. This ad is far from that. Instead, the Long Live The Home campaign redefines the term "emotional appeal." From the loyal family pet to the teenage heart break, as viewers, we are inundated with copy and images that are emotionally charged. The ad is absolutely brimming with gratuitous, saccharine descriptions of the significance of home. Long Live The Home doesn't tug at your heart strings – it's too nice for that. Instead it embraces your heart strings because it's just that nice.
   The funny thing is that as an advertising student, I feel as though I could literally reproduce the creative brief that Leo Burnett worked from to make this ad. The idea itself is really not that groundbreaking. However, the execution is immaculate. The copy is simple, but so effective. As viewers, we are fully aware that we are being served a huge portion of sticky, sweet sap, but somehow, it is so heartwarming that we don't even care. In some instances, when poorly executed, emotional appeals in advertising can backfire in a big way. If the audience is aware that their emotions are being exploited in a cheap try for their pocket books, they will dismiss the commercial altogether. But in this case, it is so well done that while self-aware, the audience still takes the bait. It's simple, it's sappy and it works.