Secret Weapon Breaks First Ikea Work

LOS ANGELES Independent Secret Weapon Marketing this week unveiled a television ad for Los Angeles-area Ikea stores, the agency’s first effort since winning the Swedish furniture company’s creative account in March.

Entitled “It’s Time,” the Santa Monica, Calif., shop’s 30-second spot departs from Ikea’s quirkier, twentysomething-angled work, including the 2003 Cannes Grand Prix award-winning “Lamp.” That ad was created by the now-shuttered Venice, Calif., branch of MDC Partners’ Crispin Porter + Bogusky.

In the commercial, accented by a folky, acoustic guitar soundtrack, young couples are shown dining on the patio, lighting candles and proposing wine toasts in what appears to be a comfortable, well-furnished house. As the polished-but-not-stodgy pairs mingle, a voiceover announces that Ikea provides “Everything you need to lead a grown-up life.”

Patrick Adams, managing director at Secret Weapon, said he was “sworn to secrecy” regarding Ikea’s L.A. market budget; Adweek estimated the company’s 2003 total regional ad spend at $4-7 million. Media placement, handled by Horizon, Los Angeles, is “pretty broad,” said Adams. “It’s spread from late night news to early morning and more.”

Secret Weapon also has been tapped to create a grand-opening campaign for Ikea’s new stores in and around Phoenix, Ariz. That work will launch in November, the agency said.