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Ad of the Day: Ikea invites viewers to meet the (delusional) stars fronting its latest catalogue

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By Rebecca Stewart, Trends Editor

August 25, 2016 | 2 min read

Ikea has stolen The Drum's Ad of the Day spot, thanks to a tongue-in-cheek mockumentary-style campaign.

IKEA catalogue ad

IKEA's latest ad invites viewers to meet its new models

Showcasing exclusive 'behind the scenes' footage of the models featured in the brand's 2017 catalogue photo shoot, the ad gives a glimpse at what it's like to front a publication that's read by over 220 million people worldwide.

The revealing interviews with 'Shaving Man' and 'Bed in Breakfast Couple' give a fascinating insight into the dreams and aspirations of those involved - who, clearly having never opened an Ikea book, don't realise that the models are only there to make the furniture look good.

Nonetheless, we listen in as they dream out loud of becoming household names in the worlds of TV, modelling and acting, and mentally preparing themselves for a life in the spotlight.

By the time the big reveal rolls around, it's clear that the stars of the catalogue are actually Swedish, and have names like Malm and Billy.

Ikea: Meet the stars of the new Ikea catalogue by DDB Brussels

By Ikea

Overall Rating 3/5

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