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Company: IKEA International
    View Company Scorecard / Contact Company
Brand: IKEA
Ad Title: Living Room
Business Category: Home Decor
Media Outlets: Television
Country: United States
Region: North America
Agency: Deutsch
Year: 2006
Target: Mainstream
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Theme(s)

Racial Diversity

Same-Sex Affection

Same-Sex Couples/Families

Family Acceptance

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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Active children are horsing around and jumping on furniture in a large living room, as their parents enjoy the scene of domestic bliss.

In the next shot, a young Middle Eastern boy upstages the rest of his family by coasting across the living room floor on his skateboard. His kin looks on as they rest comfortably on the couch.

The voiceover adds, "Why shouldn't people live in their living rooms?"

A happy couple are entangled on their sofa as they kiss, and the following shot shows a child doing a headstand The narrator asks: "Who says sofas are just for sitting?"

The inverted kid is knocked down from his headstand as the rest of his family joins him to wage a pillow fight. The voiceover continues, "Why can't pillows fight with each other?"

The narrator wonders, "Why can't a bookcase expand with your mind" as a father and his daughter, evidently a bookworm, hold stacks of books.

The last shot is of a happy gay male couple and their daughter on the floor, resting up against each other, as they lean on the front of their couch.

The voiceover poses the final question: "Why shouldn't sofas come in flavors, just like families?"

The ad earns a Positive rating because it shows an affectionate set of gay parents with their loving daughter.

The ad is airing on cable networks across the United States, though Ikea isn't targeting gays specifically and will not be in gay media.

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L. Armour , Chatham, IL
I first saw this commercial and when it finished I wondered if I saw what I saw, and then I saw it again a few days later and was reassured that, yes, those were two men! I thought it was so sweet. It's my favorite commercial now. (And I'm a commercial fanatic.)
L. Armour , Chatham, IL
I first saw this commercial and when it finished I wondered if I saw what I saw, and then I saw it again a few days later and was reassured that, yes, those were two men! I though it was so sweet, it's my favourite commercial now. (And I'm a commercial fanatic.)

T.Kelley , Houston, TX
It was the view of the last LIVING ROOM couple that took me for a surprise, a pleasant surprise. The African American and Asian American gay couple goes so far against the usual stereotypical image of the gay couple as being always white, or black and white.

The imagery of was so heartwarming that it just seemed to flow from the television into the goodwill and respect of the viewer.

I hope someday IKEA will go even further and show an even rarer image of the loving gay couple, two black men. They do exist.

Guy Bertrand , Quebec, Canada
I have seen that ad quite a few times before I realized the last image was one of a gay couple with a child. I first thought I saw a multi-racial family (you know, something Benetton would have shown in their ads). I think what makes this advert great is the simple fact that a loving gay couple is presented as something perfectly ordinary. No shock value. I love it!

David Osgood , Quincy, MA
IT IS WONDERFUL! Another great step to accepting the many colors of our nation's tapestry. It is wonderful for it depicts what so many gay families are: loving and as "Normal" as the rest of us.

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

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Region: North America
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Region: Australia/New Zealand
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