Ikea’s commercials always amuse me with their ingenuity like the commercials in their Tidy Up campaign that was launched in 2001. The target audience was the people who don’t keep their houses clean or left their things disorganized. So, Ikea’s strategy was to show them what would happen if they don’t clean or keep things neat and order inside their house, and reminded them “if not for yourself, at least for others”.

One incident shown was extreme though, and a couple were somehow naughty that’s why some claimed these commercials were banned (I guess in some countries). You’ll be able to figure out which is which after watching all the five tidy up commercials below.

1. Spaghetti - A couple were trying to be romantic by eating spaghetti with their mouth, and kiss afterwards. However, the girlfriend was eating something else.

2. The Fork - A reminder to keep things in their proper places or else you’ll regret it.

3. Child’s Playing a Special Toy - Moms should make sure their child is playing toys meant for children and not a toy meant for her.

4. The Robot - Be careful with your toy robot and it might hit something else

5. In the Laundry Basket - I think this is the messiest place. How could someone misplace such a precious one?

Advertising Agency: Lowe & Partners

Country: Singapore

The expression of the dog when he noticed that the house he entered looked different was cute and priceless, especially when he went out again and checked the house number if it was right. I wonder how many takes did the creative team took just to get those perfect expressions. Clever dog too.

With this ad, the message was clear that once we get furniture, home decors, or interior design ideas from Ikea, our houses will surely look better that even a dog would notice. No wonder that the commercial won Film Gold during the Cannes Lions 2001.

Ad Agency: Crispin Porter + Bogusky in Miami, Florida

This Ikea “Lamp” commercial was one of the Grand Prix Winners in Cannes Lions 2002 (the other winner was Nike’s Tag tv ad).

When I first saw this Ad in Youtube, I really felt bad for the lamp being thrown away intensified by the sad background music, the cold weather, the rain, and the owner had a new one. “But what’s precious with that lamp?” I suddenly asked myself. Then a guy came in and said, “Many of you feel bad for this lamp. That is because you are crazy. It has no feelings. And the new one is much better.”

Yeah!!! Crazy.

But what’s the idea behind this ad? According to a news story I read earlier, “the Ikea Lamp ad pokes fun at Americans’ difficulty in parting with hand-me-down furniture.” And for that I should say the ad was indeed effective for targeting the emotions of the viewers and correcting their ideas by having the guy tell them straight to their face.

However, I think Ikea was just trying to tell the viewers, it is okay to buy new furnitures now and then, and that means more sales for us. Don’t hesitate throwing the old ones. Most ads are made for that reasons anyways, to instill to the minds of the viewers the they need something, and reinforce that need.