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.