To mark the occasion, we invited the everyone to find out whether the oldest IKEA piece of furniture in the country might be in their own homes.
During the campaign, we received thousands of testimonies about the longevity of our furniture — and we were surprised by how many people spontaneously claimed that their furniture had outlasted their romantic relationships.
This powerful insight gave us a new lens on the durability of IKEA’s furniture.
Not only is it long-lasting — it’s actually likely to outlive most relationships, as these real stories prove.
Here are three real comments we received during the 2024 campaign:
Anne_Marie Roque: “My Malm dressers have survived 8 house moves! They started in the bedroom, moved to the bathroom, the balcony, the garage — and made it back to the bedroom! They’ve lasted longer than the relationship I had when I bought them. Way more faithful! 😁”
Alena Zhyhunova: “Over the years, the Malm bed has witnessed laughter, shared dreams… and even a few arguments. Unfortunately, the relationship didn’t pass the test of time — but the bed did.”
Rute Teixeira: “When I bought this table, there were just two of us at home. Then came two daughters. On it, I’ve had romantic dinners, hosted friends, worked, and fed my babies. The table also saw the family change — with a separation and the beginning of a new relationship.”
The solution: “If only love lasted as long as IKEA furniture.”
Out of the many stories shared with IKEA came a campaign built on this creative concept — one that playfully explores the differences between relationships with furniture and people, in lighthearted tone and free of judgment.
The film opens with real testimonies from IKEA customers about the long-term relationships they’ve had with their furniture — challenging the idea that IKEA pieces aren’t built to last.
We then proceed to a series of humorous parallels, where we see people genuinely fulfilled by their furniture.
Either because the furniture is uncomplicated, or because it doesn’t judge us — and sometimes because it doesn’t snore.
Do these relationships last because furniture is less complicated than people?
Or is it simply because it’s built to last?
Probably both. Who knows.
