A man attending a wedding party finds his gal sneaking behind the bushes with another man, a wife hosting a dinner party watches as her husband has apparently snapped and unveils a buffet that includes time bombs. The last vignette has a woman who comes home to find the plumber's van parked in front of her home. She looks up and notices a flurry of the bedroom curtains.

She enters and sees the plumber's abandoned equipment in front of the stairs and goes up to investigate. She finds her husband as he's reopening the bedroom curtains and smiling at the plumber, who is sitting on the bed as he puts his socks back on -- implying that they'd just had sex.

Then in a corny song, accompanied by campy dancing by the actors with a disco ball, the singer rap sings, "When ya know it, you feel it, and there ain't no doubt about it. Your relationship is burned, no need to scream and shout it. Just pack up, ship out, find a place of your own. And for all your new things, you know where to come...Make a fresh start."

An alternative version simply shows the wife coming home to find her husband in the rose garden vengefully clipping off all the flowers with a stone face as he looks at her.

A 15-second bumper ad that can accompany the full ad shows the husband now living in a trailer and happily jamming down to music with headphones on. At the end, the plumber's truck pulls up -- indicating that their relationship has blossomed.
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Company: IKEA International
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Brand: IKEA
Ad Title: Make A Fresh Start
Business Category: Retail
Media Outlets: Television
Country: United Kingdom
Region: Europe
Agency: St. Luke's
Year: 2000, 1999
Target: Mainstream
Ad Spotter: Michael Przeniczny
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Theme(s)

GLBT Inclusion

Theme Breakdown

AdRespect Score: 
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Making a metaphor of bad relationships at their bottom, IKEA shows a series of unhappy situations.

The song warbles, "If you've...played...all the games we play, you played them yesterday, just walk away ... If you've proved all there is to prove, got nothing left to lose, just walk away, walk away..."

A man attending a wedding party finds his gal sneaking behind the bushes with another man, a wife hosting a dinner party watches as her husband has apparently snapped and unveils a buffet that includes time bombs. The last vignette has a woman who comes home to find the plumber's van parked in front of her home. She looks up and notices a flurry of the bedroom curtains.

She enters and sees the plumber's abandoned equipment in front of the stairs and goes up to investigate. She finds her husband as he's reopening the bedroom curtains and smiling at the plumber, who is sitting on the bed as he puts his socks back on -- implying that they'd just had sex.

Then in a corny song, accompanied by campy dancing by the actors with a disco ball, the singer rap sings, "When ya know it, you feel it, and there ain't no doubt about it. Your relationship is burned, no need to scream and shout it. Just pack up, ship out, find a place of your own. And for all your new things, you know where to come...Make a fresh start."

An alternative version simply shows the wife coming home to find her husband in the rose garden vengefully clipping off all the flowers with a stone face as he looks at her.

A 15-second bumper ad that can accompany the full ad shows the husband now living in a trailer and happily jamming down to music with headphones on. At the end, the plumber's truck pulls up -- indicating that their relationship has blossomed.

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Martin , San Francisco
This seems more neutral than negative to me because the issue of either straight or gay infidelity is treated the same. The husband having a gay affair isn't portrayed any worse than the woman having the affair at the wedding.

Jessica White , Brooklyn, NY
I didn't think this ad was really negative. The gay affair wasn't portrayed as somehow being "worse" than the hetero one. I thought it was kind of funny. Ikea has been one of the few retailers to consistently portray GLBT people in their ads at all, let alone in positive ways, so I think they were just being inclusive here.

Michael Susi , New York, NY
I found this ad quite campy and fun. I believe it is positive to be included in the ad on a par with heterosexual perversities.

John , Seattle
It's not terrible because it's homophobic, it's just a stupid commercial with a stupid song and a stupid little dance at the end. Ikea can do much better.

Tubbs , London, England
This ad is classed as negative for portraying a gay stereotype. Could someone please tell me who or what this stereotype might be? Are gay plumbers stereotypical? Heavens to Betsy at this rate surely any ad for Ikea is considered a gay stereotype!

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Brand: IKEA
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Region: Europe
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AdRespect Score:


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Company: IKEA International
Brand: IKEA
Country: United Kingdom
Region: Europe
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AdRespect Score:


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Company: IKEA International
Brand: IKEA
Country: United Kingdom
Region: Europe
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Region: Europe
Year: 2002



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

AdRespect Score:

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