Ikea Goes In For The Battle Of The Sexes [Video]

Ikea Goes In For The Battle Of The Sexes [Video]

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

Dory Carr-Harris, PSFK
  • 5 april 2011

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.

Access this article for free
Fill in your email below and you'll gain access to this article while also receiving a number of membership features as part of a special 30-day trial.
*Already a member? Log in here

Learn About Our Membership Services

Need Research Help?
As a member you can ask us any research questions and get complimentary research assistance with a 4-day turnaround. Reports inclde stats, quotes, and best-inclass examples on research topics.
Remain Informed & Strategic
We publish several trends reports each month. By becoming a member you will have access to over 100 existing reports, plus a growing catalog of deep topical analysis and debrief-style reports so you always remain in the know.
See Trends Come To Life
Meet your peers and immerse yourself in monthly trend and innovation webinars and discounted conferences.
No search results found.