IKEA 'Tidy up' Advertising Campaign

(IKEA 'Tidy Up' Campaign)

The "Tidy up" campaign first launched in France in 2001. It was then translated to English and then shown throughout Europe. This campaign won multiple advertising awards in 2001- 2002. Five advertisements were featured with the same advertising message, that IKEA is the solution to your mess. I do find that the appropriateness of these ads, is sometimes questionable but taken in a light hearted manner, I feel that IKEA in a somewhat perhaps brutal way, do clearly get their message heard. It also just demonstrates how adverts will be deemed humorous in certain cultures like France, but would perhaps be banned in other countries.

(IKEA 'Tidy Up' Campaign)

Watch The Fork Ad 

(This ad features a man preparing for his date with his girlfriend. When they are in passionate embrace on the couch, however, she suddenly falls limp and he realizes she has passed out as she has a fork stuck in her spine.)

Watch The Spaghetti Ad 

(In this ad, a couple are lying on the floor and the girl is eating spaghetti in a rather sexual manner until she realises she is eating her boyfriend’s shoe lace rather than a spaghetti piece.)

Watch The Robot Ad 

(The robot ad features a sexual encounter between a dog and a moving toy.)

In my opinion, the 5 part ad campaign allows fluidity within their campaign and the message they wish to pass to consumers. It allows the message to perhaps appeal to a wider target market including single young people, a mother at home with her baby, and parents of children, a single young man. Furthermore, they use humour in a sense to grab the audience’s attention. They aim to use the ‘shock’ factor to cause buzz around their advertising campaign. They use consequence as a means of encouragement to visit their stores. They present us with various awkward or unpleasant scenarios which call for consumers to ‘tidy up’ if not for themselves then for others. The message is clear and conveys the true benefits of going to IKEA which has made these ads so successful.

Watch The Baby Ad 

(This ad shows a young women desperately searching for something in her messy house, finally she finds what she was looking for, her baby.)

Watch The Vibrator Ad 

(A small boy is playing with toy cars and then finds a vibrator lying amongt his toys. The highlight of this ad, is when he squeals with joy as it vibrates in his hands, pretending it is a rocket.)

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