Clever Ikea print ad for comforter

This IKEA ad looks like a fancy moisturizer, but it’s actually a duvet. The copy? “Sleep – The most natural anti-ageing remedy.” Brilliant, right? It instantly flips how you think about sleep and beauty products.

Why This Works

• Category crossover: It borrows the glossy look of cosmetics to sell bedding.
• Instant contrast: Viewers have to do a double-take, which locks in attention.
• Emotional truth: Everyone knows good sleep makes you look and feel better.
• Smart simplicity: Clean visuals and one sharp line deliver the full message.

Real-World Wins

• Dove: “Real Beauty” reframed self-care, not just soap.
• Oatly: Treated oat milk like a lifestyle brand, not a grocery item.
• Liquid Death: Sells canned water as if it’s heavy metal rebellion.