IKEA: ThisAbles

By attending the awards show of my assigned category, I didn’t realize I would be so greatly moved by so many of the other advertisements I saw. ThisAbles was a certain ad that brought tears to my eyes and was inspiring. The video advertisement introduced a man with cerebral palsey and continued to explain IKEAs process to learn how to create items that people with disabilities could benefit from. After filming how it could be difficult to use some everyday items, it is easy for viewers to understand why these would be necessary. They reached out to many people in their store and were able to design 13 products that could actually be created from a 3D printer, for greater accessibility everywhere. The upbeat music of the advertisement and joke at the end gave it a light hearted feel, while still getting across the benefit the product is providing. After displaying how these IKEA products are used and the benefit they have, they also filmed how they set up the first IKEA showrooms featuring these products. The techniques used such as the uplifting music and voiceover, paired with a yellow background give the advertisement an upbeat feel as well as connecting the viewer with real people for a greater impact. They could possibly improve this advertisement by making it a little more intense into the struggle previous to these IKEA products. Other than that it is very difficult for me to want to change this wonderful display of an amazing product.