Ikea is rolling out a new advertising campaign and “communications platform” designed to connect to consumers in the wake of the changing American dream.

The 2008 recession changed people expectations, notes public relations firm Ketchum in an email announcing to new Ikea program. It’s less about material things and more about “living life on your own terms,” it said.

But by the way, Ikea still has plenty of material things to sell you along that journey and it’s showcasing them on the webpage featuring the new commercial with prices and more information on the individual items featured in the spot. The Top 100 company also is the sole advertiser in InStyle Magazine’s inaugural Home and Design issue, and a TV commercial hit this week.

The spot is the beginning of a new “We help you make it” campaign and features people moving through their lives in various ways — dealing with smelly waste in the kitchen, tiptoeing to bed so the baby doesn’t stir, newlyweds collapsing on the sofa with a pint of ice cream.

Here’s the voice over:

“At Ikea, we believe that everything, from your lamp to your couch, should work as hard as you do; that green living is something everyone can afford; that you can sacrifice everything but a good night’s sleep. And we believe your furniture should last happily ever after. Make the dream yours at Ikea. ”

(Source: furnituretoday.com  Author: Clint Engel)