Home - AdRespect Advertising Media Program
leftendAbout the AdRespect Advertising Media ProgramAdRespect Advertising Media Program Ad LibraryAdRespect Advertising Media Program ResourcesDonate to the AdRespect Advertising Media ProgramContact AdRespectJoin the AdRespect Advertising Media ProgramMember logon to the AdRespect Advertising Media ProgramAdRespect Advertising Media Program
spacer
paid advertisement

AdRespect Ad Library Profile

View larger version of the video Members Only!  Download video!
Save as a Favorite

Company: IKEA International
    View Company Scorecard / Contact Company
Brand: IKEA
Ad Title: Fortune Cookie
Business Category: Retail
Media Outlets: Television
Country: United States
Region: North America
Agency: Carmichael Lynch
Year: 2001
Target: Mainstream
Ad Spotter: Glenn Parado
none

Theme(s)

Homo-queasy

Theme Breakdown

AdRespect Score: 
none

A young man sits alone at a Chinese restaurant. Having just finished his meal, he's handed the bill with a fortune cookie on the tray.

Opening it, the message reads "Love is sitting right in front of you."

The man cheerfully looks up to see an overweight man stuffing his face with noodles, also sitting alone. The smile drops from his face as the chubby man turns to look at him, while his tongue clears food out of his mouth. Obviously, an unattractive option at best, though it could have simply been an unattractive woman instead of a man.

The young man then nervously looks around the restaurant as he catches the glance of a sexy, attractive woman at the bar -- she gives him a smile. The man, now excited, folds the fortune to read: "Love is sitting right of you" and smiles at his "fortune."

The screen text then reads "Change something."

IKEA spent between $40 million and $50 million on the overall multimedia campaign.

none

John , Canton, OH
I do not understand what is so wrong with this ad, the fat man is not portrayed as gay, and if I were that guy with the fortune cookie, I would find the fortune amusing. I liked this ad, when I saw it on TV I never once thought it had anything to do with homosexuality, it was just a straight guy trying to make the best of his fortune, it is not like the cookies actually tell any truths. I do not think the guy in the ad is angry or hateful about the man in front of him, but obviously he is not to his liking, how is that negative? Most straight men are not attracted to men. If it were a fat woman, it would have been more demeaning to women in my opinion. It could have been a gay man in a suit and the commercial would have been the exact same, but since the sexuality of the man in front of him is unknown, and the man in front of him is really not becoming, I do not see anything wrong with it, if anything, I would think overweight people would find this to be offensive as it! It portrays overweight people as overeaters and gross if you want to make this commercial into anything more than what it really is. I think you are being a little "A" retentive on this one.

Robert , Memphis, TN
IKEA spent between $40 million and $50 million on the overall multimedia campaign. They spent between $40 million to $50 million, and this was the best they could come up with?? And as for gay context, I didn't see it, either...

Todd Hill , Montreal
I didn't see anything remotely gay about this ad. It's not as if the fat guy looked back at the main character with anything resembling a particular interest. A forgettable ad, yes, Gay negative? No.

Simone Rodrigue , Toronto, Ontario
I understand what you're saying. But the fact is that if it were anything other than an overweight man is this ad, the ad would be considered more offensive. Why not put an overweight woman? Because that would be marginalizing all women, including conservatives, which is not great marketing sense. Why not have a skinny male? That would be blatantly homophobic, as there is nothing wrong with the man except that he's male. By making the other man overweight, he is made unattractive without making reference to the fear of possible homoerotic thoughts. And while it is true that straight men aren't attracted to other men, and that's okay, the nervousness of the man with the fortune seems to imply that he is taking his fortune seriously. Despite the fact that we all know fortunes aren't true. In addition, if he's worried about something, why is it so hard to conceive that it has anything to do with homosexuality? If homosexuality wasn't a part of it, then they could have just put an overweight women. This ad is not about being explicitly anti-gay, it's about using the fear of homosexuality to heighten the already existing joke.

none



"Luem Aeb" ("Forget to Keep Hidden")
Company: IKEA International
Brand: IKEA
Country: Thailand
Region: Asia
Year: 2013

AdRespect Score:


A Festa
Company: IKEA International
Brand: IKEA
Country: Portugal
Region: Europe
Year: 2011

AdRespect Score:


A Woman or Nearly
Company: IKEA International
Brand: IKEA
Country: France
Region: Europe
Year: 2002

AdRespect Score:


Bedroom
Company: IKEA International
Brand: IKEA
Country: United Kingdom
Region: Europe
Year: 2005

AdRespect Score:


Bedside Cabinet
Company: IKEA International
Brand: IKEA
Country: United Kingdom
Region: Europe
Year: 2005

AdRespect Score:


Closet
Company: IKEA International
Brand: IKEA
Country: Netherlands
Region: Europe
Year: 2002



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

AdRespect Score:


Get Organized
Company: IKEA International
Brand: IKEA
Country: Australia
Region: Australia/New Zealand
Year: 2002, 2003

AdRespect Score:


Get Organized, Part 2
Company: IKEA International
Brand: IKEA
Country: Australia
Region: Australia/New Zealand
Year: 2003, 2002

AdRespect Score:


I Don't Judge
Company: IKEA International
Brand: IKEA
Country: United States
Region: North America
Year: 2008

AdRespect Score:

none

Submit An Ad Test An Ad Rate An Ad Post Comments
space
© 2001 - 2014 AdRespect Advertising Education Program. All rights reserved.
Other works which appear on this site are the property of their various owners and are used for educational purposes, with no commercial intent.
space
Legal Statement and Terms of Use
Designed & Powered by Videotex


paid advertisement
paid advertisement