Buzzman, IKEA France Get Back to the Table

By Erik Oster 

Paris-based agency Buzzman launched a rather surreal campaign for IKEA France, based around the insight that 79 percent of important decision are made at the table.

Each of the spots begins with the aftermath of a decision made at the table (poorly) without the participation of one member of the group. In “Naturistes,” for example, we see a young woman having a very bad time at a naturalist camp. The scene then switches to three friends gathered around a table, with one of them suggesting, “What if we all go that naturist camp?” to which the friend replies, “Ah yeah, Anna would like that.” No, Anna would not like that, but she’s not there to say anything. The flashback reveal is followed by the message, “79% of important decisions are made at the table” and the tagline “Get back to the table.” Other spots follow the same surrealist formula with a Kamp Krusty-esque summer camp and a creepy goth roommate named Gunther. It’s a clever execution of the insight, although it could be hard for audiences to follow, particular if they walk in midway through the ad. They are certainly attention-grabbing however and seeing a creepy German guy named Gunther watching over a sleeping roommate while stroking a miniature wolf’s head is not something you’ll soon forget.

Advertisement
Advertisement