BBH Asia Pacific launched a new spot promoting IKEA kitchens, the 60-second “Recipes for Delicious Kitchens.”
“Recipes for Delicious Kitchens,” true to the title, presents an IKEA kitchen as if it is a recipe for a meal. “Start by measuring the space you want to fill,” begins the voiceover, as a woman shaves off the top of a ruler as if it is a stick of butter. She then takes a “juicy rack of cabinets” and cuts them into “more manageable sizes.” The ad continues, reminding viewers not to try this at home as the woman places parts for a mini kitchen into a sizzling pan. When she removes the pan and pours it out, the parts magically assemble into a tiny kitchen. It’s a memorable approach, with the diminutive kitchen items giving the spot a distinct cutesiness. Whether it goes over the top into “too cute” territory may depend on the viewer, but it certainly isn’t an ad you’ll immediately forget. The spot concludes with a nod to the IKEA catalog, which the narrator refers to as the “IKEA cookbook” (which may be just a bit much).
Credits:
Client: Ikea (Singapore, Malaysia, Thailand)
Agency: BBH Asia Pacific
ECD: Scott Mcclelland
CD: Tinus Strydom, Maurice Wee
Senior Art Director: Gaston Soto
Senior Copywriter: Omar Sotomayor
Business Director: Bibiana Lee
Account Manager: Jade Cheng, Cheryl Cheong
Project Director: Lesley Chelvan
Head of Planning: James Sowden
Senior Planner: Rebecca Ash
Social Media Strategist: Josie Khng
Executive Producer: Daphne Ng
Producer: Samantha Dalton
Production house: 4 Humans
Director: Javier Laurenco
DOP: Juan Maglione
Producer: Mechi Serrano
Music: Noroeste Música