Ikea Made a Reality Show That Traps Contestants in the 1990s

The campaign celebrates the retailer's 25th anniversary in Spain

Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.

Nineties nostalgia might be popular right now, but how would you cope if you were actually transported to that decade? This is the premise of a new Spanish reality show, in which young contestants have to live in a replica of a ’90s house, with none of the modern amenities they are used to.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Your sites feature HTML here...