The latest Ikea ads pit men against women in a battle of 'who's messier?'

Not that we like to take sides, or be accused of supporting gender essentialisms, but we know what sells and like home furnishing megabrand Ikea, we’ve acknowledged that it’s sex. The Swedish retailer has launched a new ad campaign that capitalizes on the tension surrounding keeping things tidy that we all agree exists in most relationships. The spots, developed by Mother, feature comedians performing in front of a live audience in a stand-up stand-off. The question is: “Who’s messier? Men or women?” After watching the adds, viewers are then directed to Ikea’s Facebook page where they can vote on which sex they think is the messier one.

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