St Luke's is launching a new campaign to announce the opening of an
Ikea store in Glasgow.
The campaign plays on the popularly held conception of Glaswegians as
"hard" people. It twists this by portraying their image as being
softened by the arrival of the Swedish furniture retailer.
The three television commercials feature authentic hard men of Glasgow
revealing their softer sides through their surprising insights into home
furnishings and interior design. In one, a tough man wonders if a
particular rug would warm up his sitting room. There is a tense pause
when a mean-looking individual looks on, only for him to break the
silence to offer some advice.
All the spots end with a disgusted Glaswegian voiceover declaring: "Och
no! Glasgow's gone soft!"
The press executions show the hard men featured in classic Glasgow
locations juxtaposed with the soft items they have bought from Ikea.
In the radio commercials the men are caught out looking at cushions and
futons in Ikea by their friends.
The "Glasgow's gone soft" strapline will also run on beermats featuring
poodles, chicks and kittens, and on washroom panels with a hard
Glaswegian sipping a cocktail. It will also run on mirror stickers
asking the men of Glasgow whether they have started using
Vic Mirauer, an account director at St Luke's, said: "The campaign as a
whole works by challenging people to think about themselves, about the
city they live in, and has that all important tongue-in-cheek Ikea
approach. The media, especially TV, has long shown Glasgow as being a
hard, mean place, but over the last decade or more, the city has changed
dramatically. This campaign has fun with the preconceptions people have
The campaign was written by Matt Janes and art directed by Vic
It was directed by Colin Gregg through Stark Films. Media planning and
buying is through MediaCom.