To celebrate the launch of their new rewards scheme, IKEA dropped a chaotic new campaign featuring the Harlem Shake, the Mannequin Challenge, and even the Bottle Flip.
So, do you get the joke?
All these trends peaked over a decade ago. It’s a cheeky nod to the fact that IKEA is joining the loyalty game years after most brands, and instead of hiding it, they’re owning the delay with some early-2010s nostalgia.
We tested the “Harlem Shake” spot with a Dutch audience to find out how well it communicated IKEA’s message.
Evaluating IKEA’s “Harlem Shake” ad
This ad definitely grabs your attention. It’s set in a classic IKEA store, but things quickly spiral into chaos thanks to the throwback dance trend.
It’s fun and unexpected…but does all that energy actually work? Let’s break it down.
Branding
IKEA starts strong with branding. Within the first 5 seconds, 86% of viewers recognized the brand—well above the 47% industry average.
This shows IKEA’s iconic store layout and logo placed front and center do a great job of promoting immediate brand recall.
But across the full ad, brand recall drops to 53%. While that’s still better than average (48%), it suggests the IKEA identity fades into the background as the chaos builds.
Adding more brand cues—like logos on clothing or clearer product focus—could help maintain recognition throughout the ad.
Emotion
Emotion is where the ad really stumbles. Despite aiming for humor and surprise, only 44% of viewers reacted positively. That places it in the bottom 2% of tested ads in terms of emotional impact.
Why? Many described the spot as exaggerated, noisy, or nonsensical. While some enjoyed the unexpected twist, others found it annoying or confusing. The frantic energy didn’t connect emotionally. It overwhelmed the audience.
To resonate better, IKEA might dial down the chaos and build a clearer emotional arc that ties back to everyday joy or celebration, aligning more with the brand’s typical tone.
Need
The biggest miss? Communicating the key message: IKEA’s new loyalty program.
Only 42% of viewers understood this was the ad’s purpose—well below the 57% benchmark. Most people didn’t notice the brief mention of the program, and the celebration-style scenes felt disconnected from a loyalty message.
A more effective approach would be to anchor the loyalty message in the storyline. For example, a clearer voiceover, on-screen prompts, or scenes that show how the program benefits customers would help cement the concept.
Final thoughts
IKEA’s “Harlem Shake” ad is memorable, but for better or worse? It’s a bold creative swing, but one that leaves too many viewers confused.
Key wins:
✅ High brand recall in the first few seconds
✅ Original and surprising creative concept
✅ Recognizable IKEA store setting
Opportunities to improve:
⚡ Stronger and clearer loyalty program messaging
⚡ More emotionally grounded storytelling
⚡ Better brand integration throughout the chaotic scenes
The verdict? IKEA knows how to grab attention, but now it needs to channel that energy into a clearer, more emotionally resonant message. With a few smart tweaks, the ad could go from chaotic to compelling.
Want to explore the full test results? Check them out on Behavio’s platform!
(Psst—Want to make sure your ad lands before launch? Our Ad Impact Checklist can help you evaluate whether you’re hitting the mark on branding, emotion, and message clarity.)
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