- Encourages everyone to “Activate Home Mode” during the festive season to be truly present
- The campaign “The best gift is being present,” invites us to reconnect with what matters and to give the gift of quality time and attention
Madrid, 6 November 2025.— IKEA encourages everyone to “Activate Home Mode” this festive season with its new campaign, under the claim “this Christmas, the best gift is to be present.” The proposal aims to remind us how important it is to pause, reconnect, and give our full attention to our loved ones. From its natural territory—the home, the space where the most meaningful relationships are built—the brand champions the value of sharing quality time with the people we care about, always and especially at Christmas, a time of gatherings that highlights the lack of presence and the need to take refuge in what is essential.
To convey this idea, the spot turns to a child who, with pure innocence, asks for something as basic as his parents’ full presence and attention. His request takes shape as an IKEA BILLY bookcase given as a gift—one that needs to be assembled by at least two people—symbolising the value of spending quality time together.
The campaign “The best gift is being present” is directed by Alauda Ruiz de Azúa, recent winner of the Golden Shell at the 73rd edition of the San Sebastián International Film Festival with her film Los Domingos. This choice reflects her sensitivity in telling everyday stories with emotional depth, as well as her narrative voice and style, which naturally align with the tone of the campaign and the company’s values.
In a context marked by disconnection and distraction—with recent studies indicating that we spend almost half the day (47%) thinking about something other than what we are doing (“Where Is My Mind…? The Link between Mind Wandering and Prospective Memory,” National Library of Medicine, 2022)—IKEA suggests a simple gesture: giving the gift of presence. From this perspective, the campaign invites people to “Activate Home Mode” as a way to reconnect and be more present than ever.
“We’re back with a Christmas campaign to spark conversation and put on the table issues that matter and reflect the reality of Spanish households. Our goal is for it to connect with everyone: families, friends, couples, colleagues… with anyone who has ever felt they are there, but not fully. And it’s not just about Christmas; we want this message to take root and become a way of life,” explains Rafael Jiménez, Marketing Communications Director at IKEA Spain.
Officially launching on Monday, 10 November, the production continues to build on IKEA’s messages from previous Christmas campaigns, appealing for over a decade to genuine emotional connection between people. Back in 2014, with The Other Letter, an experiment invited children to write one letter to the Three Kings and another to their parents—ultimately choosing to send the latter to spend more time together. In 2018, with Familiarizados, the brand called out how screens can keep people apart even when they’re in the same room.
The new campaign’s spot will run in 110”, 60”, 40” and 20” versions on television, and will also appear on social media, outdoor, and other platforms.
