Ikea is confronting criticism about its customer service in a new
campaign by St Luke’s.
Three 50-second television ads introduce a new character - the Tattoo
Man, an evangelical Swedish store assistant who explains and defends
Ikea’s policy of self-service, self-assembly and self-transportation to
The first ad shows him stripping to reveal a body covered with strange
tattoos. He uses them to explain how removing unnecessary levels of
service saves customers money.
The second ad, ’long wait’, explains that Ikea’s policy of keeping
furniture in stock may mean 15-minute queues but is better than waiting
days for delivery from other stores.
’Sweat’ addresses the cost savings made on selling self-assembly
Alan Young, the creative director at St Luke’s who wrote the campaign
with the art director Julian Vizard, said: ’Consumers are so used to
watered-down service that they’ve forgotten it comes at a price. The
campaign reminds them that stripping out unnecessary service levels can
provide a better deal.’
Frances Evans, the advertising manager at Ikea, said: ’Customers need to
know that shopping at Ikea will never be the same as shopping at other
The ads were directed by Rocky Morton through Partizan Midi Minuit.
Media is by MediaCom TMB. St Luke’s has also designed a website,