IKEA Canada claims that “a kitchen should be a little less wasteful and a little more graceful” and encourages people to make their kitchen more sustainable starting today, in its latest campaign, which focuses on kitchens.
The TV spot, titled “Scrap du Soleil,” features a young couple in their kitchen gracefully dancing to the rhythms of Georges Bizet’s Carmen – ‘Habanera’ while preparing the lunch and getting ready to enjoy their meal together.
“A good kitchen is one where nothing goes to waste,” the voiceover says in the opening of the 30-second commercial, while the young woman is shown grabbing a casserole with food scraps from the fridge, giving it to her partner and then turning on the kitchen stove. Their next actions are also illustrated through a dance, until they sit at the table and give to each other a glass of water.
The video, which showcases energy-efficient appliances, water-saving taps, and the KUNGSBACKA kitchen cabinet, made from recycled material (starting at $109/lin.ft), ends with the voiceover saying the tagline “Less wasteful, more graceful”.
On IKEA’s website, visitors can find remote kitchen planning advice, kitchen cabinets & fronts, countertops and custom made countertops, appliances, faucets and sinks, islands and carts, lighting, backsplashes, wall panels, and more.