IKEA The Changing Catalogue

  • EMOTION INTO ACTION SCORE 83.05
  • YEAR 2017
  • Parent company IKEA
  • AGENCY DDB Italy
  • CATEGORYRetail/Restaurant
  • SUB-CATEGORY Retail
  • REGION Continental Europe
  • COUNTRY Italy
  • MEDIUM Digital

Our Opinion

In Italy – or so this ad tells us – the IKEA catalogue is so desirable that there is a spate of thefts every time one is sent out. So the brand hit on a solution – produce a series of fake covers, of magazines nobody would ever want to steal (example title: “L For Lawnmower”). It’s a witty commercial based on an amusing stunt, drawing attention to the furniture brand’s distinctive assets by pretending to hide them. Italian viewers appreciated the joke, and the ad generated a 5-Star response.