Drag Queens Wear Ikea Umbrellas, Lamps and Laundry Bags in Pride Campaign

The 'Dräg' campaign highlights the brand's acceptance of diversity

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Every once in awhile you stumble across an ad so outlandish you wonder if it’s actually a fever dream. Ikea Canada’s recent Pride spot, which features drag queens strutting down the runway in nonclothing Ikea products, is one of those ads—but it’s very real.

The campaign is a collaboration between the furniture giant and Toronto-based drag queens.

The spot, called “Dräg,” is part of Ikea’s “Beautiful Possibilities” campaign and “continues [the brand’s] commitment to spotlighting diversity and inclusion through all its channels,” according to a company statement.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in