IKEA’s latest Halloween campaign skips the gore and nails the insight

Forget the fake cobwebs and haunted house tropes. IKEA’s new Halloween campaign homes in on a much quieter truth: the real terror happens on the couch.

Halloween Essentials, created by INGO and rolling out across MENA, recasts everyday soft furnishings as the unsung heroes of horror movie season.

The KLOTSTARR cushion, SMÅNUNNEÖRT throw, and MYRULL blanket aren’t just decor — they’re your frontline defence when the jump scares land.

The campaign leans on a shared experience that’s both mundane and totally universal: watching scary movies at home and instinctively reaching for the nearest cushion to hide behind.

Shot by Ale Burset and backed by EssenceMediacom’s media rollout, the work spans OOH, print, social, and a regional TVC.

“This one was simple and universally relatable,” said Dan Fisher, Global CCO at INGO. “When things get scary, we all hide behind the nearest cushion or duvet cover.”

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