Treacherous hexagon
Ikea furniture? But not in this house! In the McCann Madrid spot, an outraged householder sets out to find possible eyesores from the Swedish furniture giant.
The iconic Ikea tool, which accompanies every piece of furniture and consequently lies around somewhere in every household, has often been the subject of advertising campaigns.
The double-bent hex key is probably the most famous representative of the Ikea tool range. In common parlance, it is also often incorrectly called "Imbus" (instead of "Inbus"). When you see it, you immediately think of Ikea. Which - depending on the furnishing requirements - can be quite a shock. After all, once you reach a certain status, you don't bother with cheap Swedish furniture. Or do you? McCann Spain dramatizes the question... and gives the answer itself: Deep down, we're all a bit Ikea. (hae)
This English-language version of the Spanish campaign won Epica gold last week.
