The ads, directed by Antoine Bardou-Jacquet, show a couple in a room that transforms around them, becoming a stylish loft and a traditional cottage, among other designs.
The campaign aims to demonstrate how many decorating ideas a visit to Ikea can generate.
It was created by agency Karmarama and produced by Partizan Midi Minuit Films, which had to shoot 3,000 individual items to make up the ads because every product in every room changes during the 40-second spot.
Partizan Midi Minuit and Bardou-Jacquet also produced the "cog" ad, created by Wieden & Kennedy for Honda and the recipient of a gold Lion at this year's Cannes International Advertising Festival.
The ads, which hit TV screens in November, will run for four weeks in January. The campaign was booked via Carlton Screen Advertising by MediaCom. The ads will be run around Oscar-winning films that are being screened during the brand's schedule.
Fiona Walford, director at MediaCom, said: "Cinema is a first for the Ikea brand and the ideal medium to showcase the visually inspiring new communication and we are hopeful that the Oscars package will provide some fantastic results for our client".
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
