'It must be like living with a Swedish Kato in knee-socks and a wig'
A dozing man is jolted awake by a flying soft toy. He goes excitedly in search of the thrower, knowing full well it's his asymmetrically-bobbed girlfriend goading him into a bout of playful violence, the big kook. It must be like living with a Swedish Kato in knee-socks and a wig. When friends ask him how it's going he looks pained and says, "It's never dull!" but inside he's crying. Ikea is known for its indie approach to advertising, but even for them this is the equivalent of smashing a JCB into the window of DFS, driven by a laughing clown bellowing, "LOOK AT MY POTATO!" It focuses less on the "things" and more on the wacky, unpredictable lifestyle you could have if you buy a Sm�lm footstool and some tea lights.
Outside, the man sees a swaying rope ladder leading to their tree-house and off he goes to exact mock-revenge on his sexy nemesis. Then, to some insanely spry oompah brass, they throw soft furnishings at each other before disappearing under the duvet. When they re-emerge, she's wearing his shirt and he's in his pants. So that was foreplay. They sleep in a tree-house and get aroused by cushions. And these are aspirational lifestyle role models? What do they do for a warm-down, play with a tea set? Ikea: happy inside, runs the tagline. Happy inside our giant Wendy house playing with crayons while the council tax demands pile up on the mat. It's not OK to live in a state of perpetual childhood unless you're a niche businessman in extra-large Huggies. Now clear up that mess and sort out your pensions, you stunted freaks, or you'll go to bed with no supper.
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Source: http://www.guardian.co.uk/tv-and-radio/2011/sep/10/the-hard-sell-ikea-pillow-fight
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