Ikea wants to remind people that there’s no feeling like home.
The home retail giant known for affordable furniture and home décor is launching a global campaign, “There’s No Feeling Like Home,” created by McCann. The centerpiece of the campaign is an emotional ad, “Coming Home,” directed by Justyna Obasi through production company Anorak Film.
Set against a wistful cover of Carole King’s “Home Again” performed by Lucy Dacus, the film shows people around the world ending their busy days—working at a restaurant, leaving school—and making the journey back home. It emphasizes the moment of stepping through the front door, trading the hustle of the outside world for the comfort of an interior life.
“We wanted to capture the unique feeling of stepping through your front door—the warmth, relief, and, hopefully, love for your home,” Vincenzo Riili, global chief marketing officer at Ikea Retail (Ingka Group), told ADWEEK. “It’s something many people can relate to, and we hope it resonates around the world.”
The rollout starts in South Korea, China, and Belgium before expanding globally throughout 2026. It includes OLV, TV, paid social, and OOH, with activations varying by market.
A shift in tone
While past Ikea campaigns have leaned more playful and humorous, Riili attributed the brand’s emotional shift to its last Life At Home Report, which found that roughly two-thirds of people globally describe their home as a place of joy. Those warm feelings inspired the cinematic, earnest style of “Coming Home.”
“Ikea is a playful brand, but we’re also a brand that’s inspired by the realities and emotions of everyday life,” Riili said. “We wanted it to feel rooted in a universal emotion connected to everyday life and to feel authentic and human.”
The aesthetic of the film is sentimental, with slow-motion shots and narrow depth of field that create an intimate feel. For Jim Nilsson and Jacob Bjordal, global creative directors at McCann, authenticity was the north star.
“Coming home is an everyday moment, but it’s also a very emotional one,” Bjordal told ADWEEK. “What’s better than opening your front door and being greeted by your loved ones? That contrast really informed the way we approached the film. We chose a more cinematic style to elevate those everyday journeys and make them feel special and important—because they are.”
“This story called for something more emotional,” said Nilsson. “And Justyna Obasi captured that beautifully.”
Global challenges and opportunities
Ikea and McCann bet on the universality of “home” to speak to a global audience. But since homes around the world look and feel different, they knew they couldn’t make the images too generic.
McCann worked closely with Ikea to create scenes that felt specific in “local style, texture, and feel.” While there are no explicit identifiers explaining where each scene takes place, production choices—casting, wardrobe, set design—make each one feel grounded and distinct.
“It’s a global campaign, made up of local scenes,” Bjordal said.
“Home, more than anything, is about the feelings and moments a good home sparks—sharing a meal, hugging a loved one, or simply enjoying a moment that is truly yours,” said Riili. “These are the moments that matter, and we want to celebrate the emotional role of home in all its expressions around the world.”