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Company: IKEA International
    View Company Scorecard / Contact Company
Brand: IKEA
Ad Title: Sofa
Business Category: Retail
Media Outlets: Television
Country: Germany
Region: Europe
Agency: unknown
Year: 1999
Target: Mainstream
Ad Spotter: Michael Stuber
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Theme(s)

Same-Sex Affection

Same-Sex Couples/Families

Theme Breakdown

AdRespect Score: 
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In this very brief ad demonstrating the simplicity of a fold out cushion couch from furniture maker Ikea, two men who were sleeping together "pop out" of the couch as it's opened.

According to advertising columnist Michael Stuber of Germany, IKEA said that the spot ran as a "special campaign" for one week and featured a "sofa activity" rather than a "gay activity." Stuber adds that "what they basically meant (as everybody seems to say in Germany about all gay-themed ads) is that the spot did not target the gay audience."

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Darus , Milwaukee, WI
Nice take on the fold out.

Jose , Central Islip, NY
The two guys could have at least been topless.

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

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Brand: IKEA
Country: United States
Region: North America
Year: 2001

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Brand: IKEA
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Region: Australia/New Zealand
Year: 2002, 2003

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Brand: IKEA
Country: Australia
Region: Australia/New Zealand
Year: 2003, 2002

AdRespect Score:

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