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Ikea Schedules Daytime Soaps, Talk Shows

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ATLANTA Ikea is expanding its "unboring" theme with a dozen new television commercials targeting women, the company said.

The ads, launching this month and airing through 2004, from Crispin Porter + Bogusky in Miami, demonstrate how people's decorating dreams can become a reality by shopping at the Swedish company's stores.

The campaign, dubbed "Help yourself to unboring," centers on products. Ikea sells some 9,000 different items ranging from sofas and bookcases to clocks and other housewares. In commercials directed by Swedish collective Stylewar, rapid edits transform rooms via motion graphics mixed with film, showing people what they can buy for $100, $500 or $5,000.

According to the retailer, women represent 70 percent of its shoppers. To reach that demographic, Ikea for the first time will air 30-second spots on daytime TV programs like The Sharon Osbourne Show, Dr. Phil, The Oprah Winfrey Show and Ellen as well as a handful of soap operas such as Days of Our Lives, Guiding Light and General Hospital. Markets include San Francisco, Los Angeles, New York, Washington, D.C., Baltimore, Philadelphia and major Canadian cities.

Ad spends for Ikea North America reached $30 million in 2002 and $25 million through August 2003, per Nielsen Monitor-Plus.

"Our affordability and great value have a real impact on people's lives at home," said Gina Raiser, advertising manager of Ikea North America in Plymouth Meeting, Pa. "The new concept is designed to demonstrate how even a minimal investment can make a difference in the home."