AdRespect Advertising Education Program | WHERE SUCCESSFUL ADVERTISING MEETS LGBT EQUALITY - Video Ad Library: IKEA International - IKEA

Company: IKEA International
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Brand: IKEA
Ad Title: Wake Up Charged/Opgeladen Opstaan
Business Category: Retail
Media Outlets: Television
Country: Netherlands
Region: Europe
Agency: unknown
Year: 2018
Target: Gays & Mainstream
Ad Spotter: Alfred Verhoeven

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Theme(s)

Same-Sex Affection

Same-Sex Couples/Families

Theme Breakdown

AdRespect Score Explained

AdRespect Score:

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Playing on the idea of battery levels like on one's mobile phone or laptop, two tired mothers put their infant down for the night and themselves go to sleep to recharge.

Magically, their messy room cleans itself up but clothes flying into drawers (who knew this was a feature of IKEA furniture?).

The morning comes and the cat peeks into the room, bringing sunshine in and waking everyone -- just in time to reach 100% on their batteries. The moms wake up, grab their baby, and all share a hug in bed.

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