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Company: IKEA International
    View Company Scorecard / Contact Company
Brand: IKEA
Ad Title: Get Organized, Part 2
Business Category: Retail
Media Outlets: Television
Country: Australia
Region: Australia/New Zealand
Agency: BMF
Year: 2003, 2002
Target: Mainstream
Ad Spotter: Doug Pollard
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Theme(s)

Real GLBT Person

GLBT Inclusion

Miscellaneous Stereotype

Theme Breakdown

AdRespect Score: 
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In a follow up intended to run in the same commercial section as an earlier part, a man has been repeatedly dumped by women when they arrive into his apartment. First for being too messy, then for being too organized, as the last woman thought he was gay because of it.

The guy sits glumly in his living room wondering what went wrong, with his door wide open, when a guy (Johnny Cass, Australia's openly gay star of reality show "Big Brother") wearing a tight muscle shirt and carrying a small dog passes by, looks in and smiles as he says, "Love the furniture."

The media was bought so the two ads would always appear in the same ad break.

Says BMF account director Rebecca Oxenbould, "Before buying the script, IKEA were cautious with regard to the stereotypes we play off in the commercial, however we approached opinion leaders within the gay community and ran the scripts past them and the response in every occasion was very positive."

Commercial Closet offers that if Cass is already famously gay, then the additional elements of a small dog and affected effeminate manner would be unnecessary additions.

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Company: IKEA International
Brand: IKEA
Country: United States
Region: North America, US Regional
Year: 1994

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Company: IKEA International
Brand: IKEA
Country: United States
Region: North America
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Get Organized
Company: IKEA International
Brand: IKEA
Country: Australia
Region: Australia/New Zealand
Year: 2002, 2003

AdRespect Score:


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Brand: IKEA
Country: United States
Region: North America
Year: 2008

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