IKEA Malaysia and Fishermen Integrated celebrate dads favourite chair this Father’s Day
This Father’s Day, IKEA Malaysia and its newly appointed creative agency, Fishermen Integrated, kept things real by celebrating something all dads are experts at: falling asleep in their favourite chair.
It’s a scene many Malaysians know by heart: Dad, having nodded off, head tilted back, remote loosely gripped in his hand, slouched in his chair. That universal image inspired IKEA’s latest campaign, which turns this everyday dad moment into a heartfelt and humorous tribute.
“At IKEA, we believe comfort should feel like home, and dads know that best,” said Amanda Low, Country Marketing Manager at IKEA Malaysia. “Who better to showcase our comfy chairs than the experts already snoozing in them?”
The campaign featured a series of cheeky visuals on social and digital platforms, showing dads in their natural element fast asleep, doing absolutely nothing, and loving every second of it. It was warm, relatable and unmistakably IKEA.
“We noticed that Asian dads can fall asleep anywhere, anytime. But more often than not, there’s that one chair in the house they’ve claimed as their own,” said Andrew Perera, Creative Director at Fishermen Integrated. “So we thought, why not turn that into a Father’s Day tribute, done the IKEA way?”
This is the first piece of work under the brand’s new creative retainer with Fishermen, and both teams are looking forward to what’s next.
“We’re excited that Fishermen is now working with IKEA and glad to be part of the team,” said Joyce Gan, Partner and Group Servicing Account Director at Fishermen Integrated. “It’s always inspiring to collaborate with a brand that’s open to bold, human ideas and truly understands the power of storytelling. This Father’s Day campaign was a fun way to kick things off, and we’re looking forward to what’s ahead.”
By turning an everyday moment into something worth celebrating, IKEA and Fishermen showed that sometimes the most powerful stories are the ones already happening in our homes — one dad nap at a time.