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Company: IKEA International
    View Company Scorecard / Contact Company
Brand: IKEA
Ad Title: Bedside Cabinet
Business Category: Retail
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: Karmarama
Year: 2005
Target: Mainstream
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Theme(s)

Camp/Gay Drag

Sissies

Theme Breakdown

AdRespect Score: 
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In this series that mocks designers, "Van den Puup, Elite Designer" sits in bed with his pooch, flipping through a catalog. He begins to read an article called, "This Season's Dog… And Their Haircuts," but is distracted by an Ikea ad on the opposite page.

A red cabinet is pictured, priced at £49. He screams out in horror and rushes off to the sink to wash his hands.

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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