In the world of global branding, “consistency” is usually the golden rule. Guard your logo, protect your color palette, and for heaven’s sake, make sure everyone says your name correctly. But in 2025, IKEA Canada and their creative agency, Rethink, decided to throw the rulebook into a KALLAX shelf and set it on fire.
Their “Ih, Ké, Ah!” campaign is a masterclass in phonetic localization, proving that sometimes the best way to win a market is to let them “mispronounce” your name—as long as they’re laughing with you.
The Swedish Elephant in the Room: How Do You Say It?
Before we dive into the creative brilliance of the Quebec-specific campaign, we have to address the global phonetic identity crisis. IKEA is an acronym for Ingvar Kamprad (the founder), Elmtaryd (his family farm), and Agunnaryd (his home village). Because it isn’t a “real” word, it has become a linguistic shapeshifter.
While Americans and English Canadians have settled comfortably into “Eye-KEE-uh,” the Quebec market presented a unique opportunity. Instead of correcting the local accent, IKEA decided to deconstruct it.
The Strategy: From “Ih” to “Ah”
The “Ih, Ké, Ah!” platform isn’t just a pun; it’s a narrative arc. Developed by Rethink (who took over the IKEA Canada account from Leo Burnett in 2017), the campaign maps the three syllables of the brand name onto the three stages of a consumer’s problem-solving journey in the home.
1. The “Ih” (The Frustration)
In Quebecois French, “Ih” is that sharp, guttural interjection you make when you realize you’ve just stepped on a LEGO, or when your hallway is so cluttered with winter boots that you can’t open the front door. It represents the “messy” reality of domestic life.
2. The “Ké” (The Reflection)
This serves as the phonetic bridge. It mimics the “K” in IKEA while suggesting the start of a question: “Qu’est-ce que…?” (What if…?). It is the moment the consumer stops swearing and starts looking for a solution.
3. The “Ah!” (The Satisfaction)
This is the exhale of relief. It’s the sound made when the $30 shoe rack is assembled, the boots are gone, and order is restored.
By aligning their brand name with the emotional resolution of a household problem, IKEA moved from being a Swedish furniture giant to a local “stress-reducing partner.”
The “Pratfall Effect”: Why Self-Deprecation Works
From an advertising theory perspective, this campaign is a textbook application of the Pratfall Effect. In social psychology, the Pratfall Effect suggests that a highly competent individual (or brand) becomes more likable after committing a minor blunder or showing a flaw.
IKEA is a global powerhouse with an 80-year history. They don’t need to prove they are competent. However, they do need to prove they are “warm.” By mocking their own name and acknowledging the “struggle” of their furniture (like the narrow stairwells of Montreal apartments), they humanize a massive corporate entity.
Competitive Impact of Humor on Perception
- Brand Warmth: Significant Increase.
- Brand Competence: Remains stable (due to the “Ah” resolution).
- Willingness to Buy: Positive correlation, as humor reduces price sensitivity.
Moving Day and Architectural Resistance
One reason this campaign resonates so deeply in Quebec is the “Moving Day” phenomenon. Every July 1st, roughly 250,000 residents move simultaneously. Montreal is famous for its “strange divisions”—winding outdoor staircases and narrow hallways that make traditional furniture a nightmare.
Rethink has leaned into this for years. Before “Ih, Ké, Ah!”, they launched “Sacré déménagement” (leveraging local swear words) and “Pensé pour passer” (highlighting how flat-packs fit where floral sofas can’t). This latest phonetic campaign is the “prestige” phase of that strategy—it’s no longer about the furniture; it’s about the language itself.
The 2025 Holiday Expansion: Practical Gifting
In late 2025, IKEA and Rethink doubled down on this phonetic play for the holidays. Directed by François Lallier (Nova Film), the holiday vignettes shifted away from the “luxury and pomp” of traditional Christmas ads.
Instead of slow-motion shots of diamonds or perfume, we got:
- The Boot Pile-Up: Guests arriving with snowy boots, creating an “Ih” moment in the entryway.
- The Intrusive Aunt: Dealing with uncomfortable family questions during dinner.
- The Gift Mismatch: Highlighting that a practical shoe rack is often better than a “partridge in a pear tree.”
The message was clear: The holidays are messy, and IKEA is the “Ah” at the end of the day.
Satire as Strategy: “Actually, It’s IKEA”
Parallel to the phonetic campaign, IKEA Canada launched a series of “bait-and-switch” ads that lampooned luxury tropes. They used high-end cinematography—sunlit, slow-motion shots of billowing fabrics—making the viewer think they were watching a Chanel or Dior commercial.
Then, a Swedish-accented narrator named Jonas would break the tension: “Actually, it’s a $34.99 Dvala sheet set.”
This works in tandem with “Ih, Ké, Ah!” because it addresses the “surprise” factor. Consumers often view IKEA as “cheap,” but by using luxury aesthetics, IKEA reclaimed the narrative: it’s not cheap; it’s designed affordability.
The “U Up?” Stunt: Conversational Realism
Rethink’s influence on the brand voice also manifested in the viral “U Up?” campaign. At 10:00 PM on a Friday, IKEA sent DMs to Instagram users with the classic flirtatious text. When users replied, IKEA offered 15% off mattresses for those who were “actually up” and couldn’t sleep.
This kind of “chaos marketing” creates a parasocial relationship with the brand. It positions IKEA as the “cheeky friend” rather than the “faceless corporation.”
Production and Audio Branding: The Role of Circonflex
You can’t talk about “Ih, Ké, Ah!” without talking about the sound. The agency worked with Circonflex, an audio production house, to ensure the onomatopoeias were culturally “perfect.”
- The “Ih” had to sound frustrated but not annoying.
- The “Ké” had to sound intrigued and questioning.
- The “Ah” had to sound like a genuine exhale of relief.
In a digital-first world where many people watch ads with sound on (especially on TikTok and Instagram), this “sonic logo” became a recognizable trigger for Quebec consumers.
The Verdict for Ad Nerds
The IKEA “Ih, Ké, Ah!” campaign is a masterclass in Benign Violation Theory. It violates the “norm” of a brand name, but does so in a “benign” (harmless and helpful) way.
For those of us in the industry, the takeaway is simple: Don’t be afraid to let your audience own your brand. When IKEA stopped trying to teach Quebecers how to say “IKEA” and started speaking “Quebecois,” they didn’t just sell more BILLY bookcases—they bought a permanent spot in the local culture.
As IKEA Canada marches toward its goal of 24 retail locations by the end of 2025, this campaign will be remembered as the moment the brand stopped being a Swedish export and became a Canadian staple.
