Stockholm, Sweden – Among the countless life experiences that advertisers have leveraged in their work, several topics remain taboo. Of these, divorce stands out as a particularly unique challenge. While it is both prevalent and familiar, it is just too depressing for some brands to associate with their image. Recently however several companies, including furniture giant Ikea, have taken a risk and tackled this tough subject in the public eye.

In their new ad campaign, entitled “Where life happens,” a simple and bittersweet story unfolds. The audience sees an uncomfortable exchange as a father picks up his son from his ex’s home. In the midst of this tension, Ikea furniture acts as a comforting bridge to help the young boy Leon feel at home in his dad’s new place. The spot doesn’t feel heavy-handed, but instead conveys the sense that Ikea really does understand its customer’s lives and needs. In the end, the bold move advances Ikea’s brand image and lays a great foundation for the new campaign. For more info, including the actual video, click here:

Why This Matters –

In the world of medicine, our patients and their healthcare professionals deal with difficult subjects every day. From painful end-of-life discussions to addressing treatments for taboo diseases, our daily business conversations might not be seen as fit for polite company. If our industry can show that we own tackling the tough conversations with grace and candor, we can build credibility with patients and the healthcare professionals who serve them.

About the Author:

Drew Beck has spent his entire career in healthcare — from direct patient care as an EMT in college to countless roles in pharma sales and global marketing for leading life science companies including Eli Lilly & Co. and GlaxoSmithKline. He is currently a leader on the Syneos Health Insights & Innovation team, a group charged with leveraging deep expertise in virtual collaboration, behavioral science, trends-based-innovation, custom research and global marketing insights.