Ikea Schedules Daytime Soaps, Talk Shows

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.