A spoof Swedish design mafia is fronting St Luke's latest national TV campaign for Ikea, which will aim to attract new visitors by focusing on those who have not yet visited the Swedish furniture store.
The campaign intends to address preconceptions about the store and what it has to offer. It centres on mafia representatives from Ikea, who invite themselves into homes to challenge people as to why they have never shopped at the store.
The first spot is set in a bathroom, and opens on a man in the shower.
As the toilet flushes, he pulls back the shower curtain to be confronted by three Swedes standing in his bathroom. To his astonishment the leader, Sven, says: 'The bathroom, our most private space. Where we can be truly naked with ourselves.' He then asks why this man, George, has never been to Ikea, as he attempts to entice him to buy some soft towels. But George stubbornly declares that he has no need for any towels and the ad cuts to the Swedes' car stopping in the Ikea car park and a thudding sound coming from the boot.
The second spot shows a middle-aged woman returning home from shopping to find the mafia Swedes in her kitchen. Sven casually comments on the fact that she lives near an Ikea store, but has never been there. As he flicks through a catalogue, we see a chair illustrated and on the next page a photo of a bound and gagged man in the same chair. It is her husband.
Both spots have the endline: 'Come and see us or we'll come and see you.'
Last year, the company produced a memorable branding campaign including the spot 'tattoo man', which followed 1999's commercial 'make a fresh start'.
The campaign was written by Chris Wright and art directed by Jules Chalkley.
It was directed by Dom and Nic through Outsider. Media planning and buying is through MediaCom.