mother ikea eureka spiritsis

Ikea redefines perceptions of its kitchen quality and design

The 'Eureka Spiritsis' (Surprise, it's Ikea) campaign was created by Mother

By creative salon

Ikea and Mother London have unveiled a new integrated campaign aiming to redefine the nation's perceptions of its kitchen quality and design.

The campaign appears to be for a high end and pretentious kitchen retailer, called 'Eureka Spiritsis', boasting a 25-year guarantee, quality workmanship, seamless functionality and deluxe style, with guidance from kitchen specialists. But there's one catch, 'Eureka Spiritsis' is actually an anagram, which when unscrambled, reveals 'Surprise, it's Ikea'. The premium kitchen is actually an Ikea kitchen and was right under the viewer's nose the whole time.

The campaign was teased with in-market targeted communications from 4 January, with the wider campaign launching from today (11 January) across the UK. The fully integrated campaign will be live across VOD, TikTok content with creator and etiquette expert, William Hanson, press and editorial, Pinterest and Meta, Display, in-store and

The AV begins in a dark and mysterious room where a woman in a beautiful dress begins playing the cello under a spotlight. A pompous and enigmatic man then walks into frame and the camera starts to follow him as his hand starts to gently glide over a luxurious kitchen counter. In a playfully pretentious style, the camera focuses on the man’s face as he proudly declares “we are Eureka Spiritsis”. Around him, other parts of the luxe kitchen appear as if by magic, as the man waxes lyrical about the unique detailing of the kitchen, their highly trained kitchen specialists and confidently boasts about the 25 year guarantee.

The AV closes with a wide shot as studio lights suddenly flash on, revealing the complete Ikea kitchen in all its glory. A 'Eureka Spiritsis' title appears, then unscrambles to reveal 'Surprise, it's Ikea". The recognisable Ikea voiceover then closes the film by saying: “So we lied about the name. But everything else is true.”

On TikTok, hero content has been created with the UK’s leading etiquette expert, William Hanson, to create a 30-second hero film that explains the etiquette behind ‘how to use an Ikea kitchen’. There will also be three bespoke 10 second edits which focus on key proof points around quality, design and service.'

A media and influencer event was held last night at The Hackney, where guests were led to believe they were attending a launch event for a new, premium brand, Eureka Spiritsis. At the event, which was centred around the same kitchen that features in the AV content, it was revealed by an Ikea spokesperson, Starr McClean, Commercial Business Partner, that the event was in fact held by Ikea.

Kemi Anthony, Marketing Communication Manager, at Ikea UK & Ireland, said: “Kitchens are at the heart of every home, and through this campaign we want to show that Ikea kitchens are stylish, practical and built to last by debunking some common misconceptions. With our playful ‘Eureka Spiritsis’ misdirect, we want to give consumers a pleasant surprise and put Ikea kitchen’s design, quality and expertise front and centre of the conversation.”


Brand: IKEA UK & Ireland

Agency: Mother

Creative: Mother

Strategy: Mother

Media buying: iProspect

Consumer PR: Hope&Glory

IKEA Kitchens - Main AV

Production Company: MindsEye

Director: Gustav Sundström

Director of Photography: Lionel Turner

Executive Producer: Debbie Ninnis

Producer: Craig Dixon

Production Manager: Laura Thomas- Smith

Offline Edit: Shift Post

Editor: Saam Hodivala

Offline Producer: Kirsty Oldfield

Post Production: 1920vfx

VFX 2D Supervisor / Lead Artist: Chrys Aldred

VFX 2D Artists: Loredana Gangemi, Matilda Craig & Taylor Webber

DMP Artist: Jordan Haynes

VFX 3D Supervisor/ Lead Artist: Ben Revens

VFX 3D Artists: Elena Schurkus & Oscar Hill

VFX Producer: David Keegan

VFX Production Coordinator: Molly Russell

Colour: 1920vfx

Colourist: Kai Van Beers

Sound Design: Factory

Sound Engineer: Jon Clarke

Sound Producer: Ciara Wakley

Music Supervision: Mr Pape

Track Title: Eureka It’s Me

Composer: Josh Plotner

Publisher: Mr Pape LTD

Master Rights: Mr Pape LTD

IKEA Kitchens - TikTok

Production Company: Explore Impossible

Director: Adam De Silva

Director of Photography: Josh Monie

Production Manager: Amy Warren

Post Production: Explore Impossible

Sound Design: Soundnode

IKEA Kitchens - CGI Images

Production Company: Ride Shotgun


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