Props No More, Ikea’s Catalog Models Have Become Delusional Fame Seekers

Who are the real stars here?

Headshot of Tim Nudd

The humans sprinkled throughout the Ikea catalog traditionally have been pure background material, a supporting cast to the furniture and other brand goods for sale. But no longer!

In this spot from DDB Brussels, they speak out, during the photo shoot for the new catalog, about their hopes and dreams, display their impressive thespian chops, and most of all, are thrilled to be poised on the cusp of what will surely be worldwide fame on the A-list level.

That end line nicely puts a bow on the whole video, which is in keeping with a lot of Ikea catalog marketing lately—jokey, self-aware and culturally smart, as seen most notably in the BookBook spot from BBH Singapore two years ago.

"The Ikea catalog is one of the most read books in the world. So it makes sense for the models to consider this their breakthrough moment. Their door opener to stardom," DDB says. "We listen in as they dream out loud of becoming household names in TV, modeling, acting and mentally preparing themselves for a life in the spotlight."

The agency adds: "Yes, in theory, they will be seen by more than 200 million people, but in reality they'll be noticed by zero. After all, the real stars of the Ikea catalog are Swedish, and they have names like Billy, Pax and Malm."


Campaign: Meet the stars of the new Ikea catalog

Client: Ikea Belgium

Contacts: Miguel Aguza, Christine Vermorgen & Peter Jongert

Agency: DDB Brussels

CD: Peter Ampe & Odin Saillé

Creation: Ralf De Houwer & Jonas Caluwé

FR subtitles: Jonathan d'Oultremont

Strategy: Dominique Poncin

Account team: Francis Lippens,  Annelies Nyns & Maria-Laura Laubenthal

PR – Press Coordinator: Kenn Van Lijsebeth

TV Producer: Brigitte Verduyckt

Production company TVC: Caviar

Director: Amir Farhang

Executive Producer: Ilse Joye

Producer: Geert De Wachter

@nudd Tim Nudd is a former creative editor of Adweek.