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IKEA - Closet

Company: IKEA International
    View Company Scorecard | Contact Company
Brand: IKEA
Ad Title: Closet
Business Category: Retail
Media Outlets: Print
Country: Netherlands
Region: Europe
Agency: Strawberry Frog
Year: 2002
Target: Mainstream
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An Asian man -- in a gray mouse hood and shorts -- popping out of a portable closet in front of a guy in black shorts.

Another in the campaign has a child in a mouse suit sits on top of a rolling coffee table set, while two men stand behind her -- one kissing the other on the cheek. "My daddies are also a set," says the text.

This campaign pokes fun at stereotypes of meek Dutch, who use a gray mouse as a traditional Dutch metaphor for bland, mainstream people who don't like to cause controversy.

It is one of 11 gay-themed ads from IKEA, which has taken quite an interest in the subject.

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