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Archive
Archive for the ‘Advertising & Marketing’ Category
Here’s yet another example of how a seemingly harmless ad concept can turn out to be a cultural hot potato.
AdRants:
“…this Kuwaiti IKEA ad on the back of a local dining guide that shows
Filipinos, apparently the predominant wait staff in the country,
portrayed Swedish maids. While Botata tells us its very common to see
Filipino wait staff in Kuwait, he took issue with IKEA dressing them up
in stereotypical Swedish garb and headlining the ad with, “Enjoy the
Swedish hospitality at IKEA store.”
We don’t pretend to understand all the cultural ramifications of
this but we prefer our Swedish maids blond, buxom and holding beer St.
Pauli Girl-style. Then again, that’s got its own nasty, sexist,
stereotypical baggage.”
LINK
Advertising & Marketing
“Two months into their
marriage, Andrew Motiwalla and his wife had only a futon mattress to
their name and an entire unfurnished house to decorate. And so the
blissful couple set out from New Rochelle to the 350,000-square-foot
Ikea in Elizabeth, N.J., eager to acquire the trappings of their new
life together.
But by the end of the day, Mr. Motiwalla had been reduced to a
cursing, furniture-throwing wreck in front of his new bride. While
trying to assemble the chairs they had lugged home, Mr. Motiwalla was
screaming in frustration – “I hate this! I hate this! I hate this!” -
while his wife pleaded for him to calm down. The couple had to hire a
carpenter to assemble the furniture for them. “There’s probably some
equivalent to road rage in the furniture world,” Mr. Motiwalla said
recently, “and I experienced that.”
Ikea offers good design, extremely low prices, and easy-to-navigate
stores. But there’s a catch: For couples, a trip to the megastore can
often wind up in a fight.”
Bröken Up By Ikea
By Ruth Graham
The New York Sun
LINK
Image: “Instead of a Divorce buy at Ikea” print ad by Forsman & Bodenfors 2001
Advertising & Marketing
Well, we thought we could spend a quiet holiday weekend but word has gotten out and there’s a lot of emails to be answered and links to be posted so here goes.
“Ikea Readies Creative Review
Ikea hasn’t decided if a search consultant
will be involved.
LOS ANGELES Ikea North America plans to start a review
for the creative portion of its ad account in “three to four weeks,” said Matti
Naar, the company’s director of marketing. Estimated billings are $45-50
million.
The Swedish furniture chain split with independent Secret Weapon
Marketing in Santa Monica, Calif., last week [Adweek Online, Nov. 18]. The
agency had handled the account for one year and said it resigned the business
because Ikea had used few of its ideas in campaigns.
Secret Weapon will
stay aboard for the next few weeks in order to ensure a “smooth transition,”
Naar said.
Ikea has not addressed specific reasons why the relationship
soured.
The company has not yet decided if a search consultant will be
involved, Naar said.
“We have a list [of shops] which is still not 100
percent ready,” Naar said. All agencies are based in the U.S. Location and size
are not strict criteria for inclusion. Rather, the client is looking “more to
find someone who fits with Ikea’s new global direction” which is still in
development, Naar said….”
Adweek.com
By Randi Schmelzer
November 22, 2005
…
Can bloggers apply? 
[Thanks Darren!] Image: ABF
Advertising & Marketing
We received several emails asking for the link to “that” naughty/funny classic IKEA ad. Well, we remember a few but here’s one of the best.
Moral lesson: Tidy up.
Google Link
More IKEA adverts here. Enjoy!
[Thank you David!]
Advertising & Marketing
Check out this cool IKEA Sweden website. Be sure to explore the videos (arrows).
IKEA | DRÖMKÖK AT ALLA
Advertising & Marketing
