IKEA Recreates Yoga Poses To Promote Its Products

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IKEA Yoga is probably the most absurd, and clever, product campaign the brand has ever launched. And people can’t stop talking about it.

If you are done with the whole stay-at-home thing we have had going on for months now, it might be time for you to discover IKEA Yoga and bring some serenity back in your life. Yes, really.

While many brands have struggled to advertise themselves during the pandemic, IKEA is not one of them. The Swedish furniture company has released almost a dozen incredible marketing campaigns over the last 6 months. Not only that, IKEA has rolled out a collab with LEGO, revealed its secret meatball recipe, and gave its catalog an Animal Crossing Makeover.

But perhaps, this latest campaign for IKEA Australia is the most bizarre of them all. In partnership with CHE Proximity, the company has launched “IKEA product pose Yoga.” And it is exactly what you would expect. In the 7-minute long video, IKEA and “Eve” are teaching us the most common yoga poses, while openly associated each pose with an IKEA product.

Is it absurd? Yes. Is it amazing, 100 times, Yes! I bet you will watch the entire video. Perhaps you will learn a few new yoga poses. But even more likely, you will be planning a trip to your local IKEA store to grab that scented block candle, Martini glass or other barbecue tongs. Right?