When announcing its new store in Brighton, IKEA showcased not only its furniture but also the spirit of the city. Seagulls, which have become a symbol of the city, took center stage in the ad this time. IKEA furniture covered in seagull droppings both touched on the reality of the coastal city and conveyed the brand's message, “We're here, we know you,” in the most striking way.

For the people of Brighton, seagulls are sometimes a nuisance, sometimes an integral part of the city. IKEA’s bold approach humorously touched on the local community’s everyday experiences. Thus, the ad did more than just grab attention; it became a shareable, talkable story on social media.

The real question is: If IKEA had run the same campaign in Istanbul, which symbol would it have used? Seagulls swarming around ferries, street dogs defying traffic, or the Bosphorus itself? Embracing local identity remains the most effective communication key for global brands.