Long live the Allen key

Ikea and Leo Burnett show some love for the iconic key that helped "democratize design."

allen key

One little key. Many big ideas.

The Allen key is being praised for its simple unlocking of complex furniture designs in Ikea Canada’s latest TV ad. Created by Leo Burnett Toronto, the ad shows how the key has helped to unlock the brand’s philosophy of doing things a little differently, showcasing various Ikea furnishings being put together in stop motion. Remarkably, it also “opened the minds of thousands of designers,” as the spot’s voiceover describes while intricate, yet simple product designs are shown coming to life.

“We took a small but symbolic icon, the Allen key to celebrate the way in which Ikea has democratized design,” Lauren MacDonald, country marketing manager, Ikea Canada, said in a release. “It is fitting to highlight our democratic design philosophy to commemorate our 40 years in Canada. At Ikea, we believe that beautiful, well-designed home furnishings solutions should not be for the few, but accessible for the many.”

The national TV campaign runs until Sept. 25, and is being supported with a social media campaign throughout Instagram, Facebook and YouTube.