IKEA: Now There's Choice

BBH Singapore's new IKEA campaign teases viewers with the promise of ‘choice’ to launch IKEA’s third store in Malaysia, stating that there are some things in life you can't choose, like your mother-in-law or your daughter’s boyfriend, or even your wife’s beloved cats. 

But this new campaign featuring four films, Her Boyfriend [top], Her Cravings [below], Your Mother-in-Law [below, middle] and Her Cats [bottom], reveals that with a new IKEA in town, you can choose from thousands of home furnishing pieces to ease the many tensions domestic life brings. The funny, if slightly male-focussed, campaign is supported by digital, TV, print, outdoor and radio, and the TV spots were shot by Argentinian film director Augusto G Zapiola through ArgentinaCine.