‘Malm Gets Wood in Every Hole’: Droga5 unveils a porn-style site for Ikea’s Malm range
Droga5 creatives have come up with a novel way of showcasing Ikea’s Malm range of furniture - through a porn-style website.
The HotMalm.com site features 'videos' with titles such as ‘Twin Blonde Malms’, ‘Big Beautiful Malm Strips Outside’ and ‘Malm Opened Up in HD’, which, when clicked on, link through to the Ikea website.
Additional features include a ‘live web cam’ which shows a night-vision shot of an empty Malm as well as adverts like ‘Hot Malms in your area’ and ‘2 Simple Steps to a Bigger Beam’.
And, the infamous Ikea Monkey will occasionally pop up on the screen offering to keep you company.
The agency maintains that it is in no way affiliated with Ikea, and Ikea has not yet commented on the project.
“The idea for HotMalm.com built up over a span of three years,” explained Asa Block, a Droga5 project manager, to AdFreak. “My roommate and I were on the obligatory post-collegiate IKEA trip and buying new beds. Of course, we started giggling at the Malm series and before long, every time someone said the word ‘mom’ we would reply ‘HotMalm.com.’”
“Fast-forward three years and we are both grown men, still living in an Ikea furnished apartment, and still thinking way too much about this stuff. Now, we just have a website to show for it,” he said.
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Droga5
Droga5 is a New York City-based global advertising agency with an additional office in London. The agency works across all platforms including, broadcast, print,...
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