I quite like this ad, but maybe I’m just getting old. It has a wholesome but sexy rom-com feel abo... more..

I quite like this ad, but maybe I'm just getting old. It has a wholesome but sexy rom-com feel about it which I guess is just what Ikea want to put across. Going shopping at Ikea, not that I've ever done it, seems to me to be one of those life ending moments, like buying a people carrier or handing round your own cocktail sausages. Your life is over, all you can do is wait politely for the grim reaper to come and take you away.

Of course Ikea would rather not present themselves in this light and have over the years tried a number of different approaches to their advertising, ranging from the minimalist to the down right whacky, but in this ad I think they might have found a way to present their offer in a suitably distracting manner.

It is obviously as I understand it, still cheap flat pack furniture sourced from poor parts of the world and assembled inexpertly by people in rich parts of the world, but somehow I feel slightly better about Ikea, and you can't ask an ad to do more than that, can you?

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