Ikea’s newest TV spot, which launched Dec. 24 and runs until Jan. 20 centres on the kitchen, with 30 and 15-second spots that use food idioms to illustrate the ways consumers use the room.

With media by Jungle Media and creative from Leo Burnett, the “Anthem” spot has a national specialty and conventional buy with the first two weeks focusing on holiday programming and the final weeks focusing on the new winter TV premieres, Krystal Seymour, investment manager, Jungle Media, tells MiC. The target for the campaign is women aged 25 to 54, with the specialty programming target skewing a bit older.

Morgan Kurchak, creative group director, Leo Burnett says creative in the new spot aims to capture what he calls the “beauty and emotion” of the kitchen without taking it too seriously.

“We wanted to capture all the sentiment around the kitchen,” he says. “We started off by writing a lofty serious voiceover and made it playful with the food idioms and liked the result of that. Creative in spots for Ikea is all designed to make you want to go home and give your house a hug.”

[iframe_vimeo video=”56652304″]