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IKEA - Meaningless Bed

Company: IKEA International
    View Company Scorecard | Contact Company
Brand: IKEA
Ad Title: Meaningless Bed
Business Category: Retail
Media Outlets: Television
Country: United Kingdom
Region: North America
Agency: Karmarama
Year: 2005
Target: Mainstream
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In this series that mocks designers, "Van den Puup, Elite Designer" bounces up and down on a bed. "Nice, yah?" he says in an indistinct accent. "She's comfy!"

He glances at the price tag nearby, marked £69. He screeches, exclaiming, "Zikea! It's so inexpensive!" Frustrated, he leaps off the bed.

Although the ad never deals directly in sexuality, at first it may seem to be a classic gay designer stereotype. What takes this ad, and campaign, to the next step is that the humor is not derived primarily on the man as a sissy, but more on his pretension, and occasional outbursts. In some cases, he appears slightly macho.

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