IKEA’s ad proclaims that closets are for clothes, not people

IKEA’s digital film, The Closet, highlights the struggles faced by the LGBTQIA+ community and encourages people to be more compassionate towards them. The video focuses on developing stronger allyship with the community through empathy and open dialogue, urging folks to rethink stereotypes and embrace diversity.  

Conceptualised by Leo Burnett, the film is set in a busy IKEA store with a closet in the centre. A sign alongside leads with a thoughtful question to the ones who chose to enter the closet—'Many have lived here, can you?’ 

It goes on to show the reactions of curious customers who step in to find out what’s behind the closed doors—dimness, silence and a pair of headphones replaying biases that people from the queer community hear even today. Customers leave the closet with the realisation that, while they can step out, many will continue to live inside.

Commenting on the video, Anna Ohlin, country marketing manager of IKEA India, said, “We believe authenticity is not something to hide but a gift to cherish. Many people continue to struggle to live their lives openly and, with this film, we want to create stronger awareness and inspire everyone to be true allies in society."

“We hope this sparks a debate in everyone's homes, and inspires reassuring actions," said Pravin Sutar, national creative director of Leo Burnett Bengaluru.

Campaign’s take: With ‘The Closet’, IKEA offers a heartfelt glimpse into the often uncomfortable world of the LGBTQIA+ community. Launching during Pride Month, it is a call to stand together in celebrating love, diversity, and inclusion.

In the middle of a home furniture store, stumbling upon a closet might seem ordinary. But, in a nod to Lewis Carroll’s Alice in Wonderland, IKEA invites customers to step inside.

Entering the tight space, shoppers experience the suffocation many queer individuals feel while grappling with their sexual identities. Donning headphones, they hear the arguments and rejections faced by LGBTQIA+ people from family, friends, and colleagues, emphasising how unheard they often feel.

This evocative campaign serves as a powerful reminder without coming across as being preachy—we must build a more accepting world filled with love, where everyone can live comfortably as their authentic selves, and not box themselves into closets out of fear.