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Library/Campaign/IKEA Guilty Pets
Grade B19 sourcesHIS-00789

IKEA Guilty Pets

Campaign · 2024 · Notable

50Editable slideCertificate

IKEA’s pet-damage ads drew UK criticism and claimed 4.1 billion campaign impressions.

Clip · Oglivy on Vimeo
3.INGO Hamburg - IKEA Al-Futtaim - Don’t worry, you can afford it.Sami
Oglivy on Vimeo
Guilty Pets
Ogilvy
Ikea's Sweet Ads Capture Messy Realities of Pet Ownership
Adweek
#ikea #ikeauae #alfuttaim #creative #affordability #campaigns #retail #outdoor | Carla Klumpenaar | 32 comments
Carla Klumpenaar / LinkedIn
Daniel Fisher appointed Global CCO of INGO the agency – Nicolás López Bravo and Fernando Montero take over the creative leadership of INGO Hamburg.
Ogilvy Germany
Brand Blueprint Awards 2024 - winning brands
Kantar
LIA | 2024 Press Releases | LIA Announces the 2024 Winners & Finalists from Germany
London International Awards
#adoftheday | Ogilvy | 110 comments
Ogilvy / LinkedIn
IKEA | Guilty Pets
The One Club / INGO entry
Making space for meaning on OOH - Campaign Middle East
Carla Klumpenaar / Campaign Middle East
Guilty Pets
Gerety Awards / INGO entry
IKEA’s pawfectly affordable products | shots
shots
Are pets in ads always a winner?
Creative Moment
IKEA marks milestones with ‘Supporting First Steps’ campaign - Campaign Middle East
Campaign Middle East

Spread Score

How it works
Reach63Contagion35Breadth10Velocity100LongevityNo data yet50

Numbers

Estimated campaign impressions, agency award entry
4.1B
As of Oct 15, 2026 · Self-reported · The One Club / INGO entry
Seed to peak
same day
Mar 26 ’24 to Mar 26 ’24
Platforms
2
Started on Open web
Origin
Mixed
Home & lifestyle

Mechanics

  • TransgressionPrimary
  • Controversy
  • Platform jump
  • Press loop
  • Pairing

How it spread

Trace the origin

Al-Futtaim IKEA showed pets breaking cheap homeware. Trade coverage carried the films abroad; UK LinkedIn creatives criticised the affordability line. An agency award entry later claimed billions of impressions, alongside a planned influencer collaboration.

Apr ’24MayJulAugOctDecMar ’25MayJulOctOpen webPress
Open webPress

12 more events on this chart

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Timeline (15)

  1. March 2024

    Ogilvy / INGO Hamburg seed · Mar 26 ’24

    IKEA’s final pet-damage films were publicly viewable in Adweek’s coverage.[1][2][3][4]

    Ikea's Sweet Ads Capture Messy Realities of Pet Ownership
    Open the first post ↗

  2. shots press · Mar 26 ’24

    shots covered the four campaign films and named the mug, cushion, vase and plant pot.[5]

    IKEA’s pawfectly affordable products | shots

  3. INGO Hamburg owner response · Mar 26 ’24

    INGO shared Adweek’s coverage on LinkedIn and thanked the outlet for covering its campaign.[6]

Origin
Mixed
Sector
Home & lifestyle
Region
AE
Estimated campaign impressions, agency award entry
4.1B
As of Oct 15, 2026 · Self-reported · The One Club / INGO entry
Evidence
Grade B

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42
British Airways | Safety Video 2024 | May We Haveth One’s Attention

2.4M views

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How the next thing spread, the week it does.

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Apr ’24MayJulAugOctDecMar ’25MayJulOctOpen webPress
Open webPress

12 more events on this chart

Join free to see them

  1. March 2024

    Ogilvy / INGO Hamburg seed · Mar 26 ’24

    IKEA’s final pet-damage films were publicly viewable in Adweek’s coverage.[1][2][3][4]

    Ikea's Sweet Ads Capture Messy Realities of Pet Ownership
    Open the first post ↗

  2. shots press · Mar 26 ’24

    shots covered the four campaign films and named the mug, cushion, vase and plant pot.[5]

    IKEA’s pawfectly affordable products | shots

  3. INGO Hamburg owner response · Mar 26 ’24

    INGO shared Adweek’s coverage on LinkedIn and thanked the outlet for covering its campaign.[6]

  1. peak · Mar 26 ’24

  2. press · Mar 26 ’24

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Why it worked

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