Diary: Is MFI's Ikea imitation a sincere form of flattery?

Every now and again, an ad will come along which carries a whiff of deja vu about it. Diary always likes to give agencies the benefit of the doubt in these cases - after all, there are only so many ideas out there.

But with the new spot from M&C Saatchi for that purveyor of high-quality chipboard cupboards, MFI, it's going to have to call a spade a spade. The campaign's a rip-off.

For those who have yet to experience the ads, they open like any campaign for domestic or child abuse, with a horribly gritty argument between a couple or a mother and daughter played out in an everyday home. When the camera pans out, the kitchen sink drama is revealed to be taking place in an MFI showroom. So far, so edgy.

Quite why MFI is happy to depict its customers as petty, loveless couples is one thing. But why M&C chose to create a carbon copy of the work Crispin Porter & Bogusky did for Ikea three years ago is an altogether bigger question.

But don't take Diary's word for it, have a look at youtube.com/watch?v=O1kZhFOcf1M and decide for yourselves.