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Top 6: April 6th 2011
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IKEA: Peace, Love & Storage

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Top 6: April 6th 2011
IKEA is asking who's messier in the home, men or women, in a new integrated advertising campaign created by Mother London. Launching on 1st April, the campaign kicks off with a TV advert shot in front of a live audience, featuring four stand-up comics, two men and two women, debating who the messier sex is. IKEA’s strategy is based on the fact that domestic clutter leads to arguments around whose fault it is, which leads to an unhappy home. IKEA wants to prove that many of these arguments could be avoided if only people had better storage. The spot shows that IKEA has the storage solutions to solve any problem, be it a lack of space, poor organisation or just plain clutter.
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Client: Anna Crona, Marketing Director

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