Creative Creative Works Ikea

Ad of the Day: Flat-pack furniture frustration a turn-on in Ikea Valentine’s ads


By Amy Houston, Senior Reporter

February 13, 2024 | 2 min read

The campaign shows four different scenarios where building furniture got a bit more interesting.

An Ikea bed

The Newtons Laboratory's ad for Ikea / The Newtons Laboratory

Ikea Greece has released a campaign in time for Valentine’s Day that plays on the well-known feeling that building flat-pack furniture can be a stressful task.

But in a twist, each print suggests that the stresses that come with assembling Ikea products actually might be a positive thing for couples.

“If it can turn you mad, it can turn you on. Celebrate Valentine’s the right way,” reads the copy, alongside timestamps of the various activities.

The ads come from The Newtons Laboratory, which released its first piece of work for the Swedish retailer in August last year.

Ikea shelves
Ikea sideboard
An Ikea wardrobe

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Creative Works Ikea

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