IKEA Can Help ‘Improve Your Private Life’

By Patrick Coffee 

In the latest campaign from BBH Asia Pacific in Singapore, IKEA follows up its much-clicked “bookbook” spot with an even more awkward ad about the many ways in which everyone’s favorite Swedish furniture retailer can make everything a little simpler…and cheaper. And more eminently breakable.

This one takes the awkward Scandanavian design theme a bit further, with the same stock photo-friendly actor playing the role of “shelf help guru.” The could-be serial killer uses his visual and sentimental genius to assist a couple whose problems go a bit deeper than their home decor with a little help from a ridiculously overwrought score:

Will this frustrated wife ever escape the doldrums of a passionless marriage? Will her well-groomed son ever learn not to leave his toys on the bathroom floor? Will her hapless husband ever figure out how to use his “junk?”


We almost certainly won’t find out in the campaign’s next chapter.
Full Credits:

Executive Creative Director: Scott McClelland
Creative Directors: Tinus Strydom & Maurice Wee
Senior Art Director: Janson Choo
Senior Copywriter: Khairul Mondzi

Business Director: Tim Cullinane
Associate Account Director: Manavi Sharma
Project Director: Lesley Chelvan
Producer: Wendi Chong
Head of Film: Daphne Ng
Social Strategist: Josie Khng

Director: Carlos Canal
Production House: Freeflow Productions
Editor: Jason Denning
Post Production House: BlackSheep Live
Audio Production: Fuse Audio