IKEA U.S. debuts News campaign. Image source: IKEA US
There’s a particular feeling that comes with discovering something new that you love; it might knock your socks off. IKEA U.S. is bringing that feeling to life in its debut “News” campaign, celebrating the hundreds of new products, designs, and ideas waiting to be discovered across the IKEA range.
IKEA U.S. debuts News campaign
The campaign builds on the IKEA “Dream the Possibilities” brand platform, rooted in the belief that big dreams are built one piece at a time. Introduced in September 2025, “Dream the Possibilities” celebrates the many ways people dream, live, and create homes that feel uniquely their own, while highlighting IKEA’s commitment to helping people shape their dream homes through accessible, democratic design.
The latest campaign adds a new dimension to that idea by showcasing how IKEA continually reinvents its range, with new products arriving throughout the year. The campaign gives customers more reasons to return to IKEA to discover what’s new and find inspiration for life at home.
At the heart of the campaign is a simple insight: there’s no feeling quite like discovering the new product of your dreams. That feeling can be expressed in countless ways, and the campaign takes familiar expressions of excitement and brings them to life in unexpected, distinctly IKEA ways.
“Knock Your Socks Off”
In the campaign film “Knock Your Socks Off,” shoppers move through an IKEA showroom in slow motion as socks mysteriously fly through the air around them, showing the result of discovering new products and affordable prices that have quite literally knocked their socks off. An IKEA co-worker in the film playfully explains, “happens all the time.”
The campaign also comes to life for Spanish-speaking audiences through “Te Mueve El Piso,” inspired by an expression that describes the feeling when something captivates you so deeply it feels like the ground beneath your feet has shifted. The Spanish-language film brings that expression to life through the excitement of discovering new products at IKEA, offering a distinct take on the same universal feeling of finding something new that inspires you.
The campaign spotlights a selection of new and refreshed products across furniture, lighting, textiles, storage, and home accessories, demonstrating that something new doesn’t have to mean starting from scratch. Sometimes, one unexpected colour, pattern, piece of furniture, or practical solution can make a familiar space feel completely different.
Across the range, new pieces offer opportunities to add personality, colour, and function to everyday spaces. A colourful BAGGEBO shelf unit or KORVSNÖRE LED desk lamp can bring a playful touch to a room, while the FÅGELFJÄLLET chest of six drawers and PINNTORP table offer practical updates for everyday living. Smaller details, like the KONSTRUNDA rug, can introduce new colour and pattern, while the versatile RÅSKOG trolley makes it easy to add storage wherever it’s needed. Seasonal décor and accessories from ranges including SMYCKA, SANELA, and PERSIKOTRÄD offer even more ways to refresh a space through small changes that can make a big impact.
“People may have their IKEA favourites, but there is always something new waiting to be discovered,” says Shideh Hashemi, Chief Marketing Officer at IKEA U.S. “Our range is constantly evolving to reflect the way people live today, with new colours, designs, and smart solutions that bring both function and personality into the home. With this campaign, we hope to spark curiosity and remind people that every visit to IKEA is an opportunity to explore and discover something new.”
Together, the products featured in the campaign reflect the IKEA belief that refreshing a space doesn’t have to mean starting over. Whether it’s a new piece of furniture, an unexpected colour or pattern, or a practical solution that makes everyday life a little easier, something new can change the way a familiar space looks, feels, or works. With new products arriving throughout the year, IKEA is inviting customers to come back, explore what’s new, and find their next favourite.
Because at IKEA, there’s always something new to discover.
The “Knock Your Socks Off” and “Te Mueve El Piso” campaigns will run across cable, streaming, and sporting programs, as well as billboards and paid social, beginning September 1st.
Customers can discover new products in-store and online at IKEA.us/DiscoverNew and IKEA.us/DescubreLoNuevo.
