GALLERY 21: Ikea - Fork, Toy Cars, Spaghetti

Ikea has produced cutting-edge or controversial advertising in many markets, but this approach is a first for France. The daring campaign from its new agency uses the simple tagline "Tidy Up" and is illustrated with bizarre, embarrassing and even violent scenarios which arise from a lack of Ikea furniture. Directed by hot promo director Brian Beletic, the ads appeal to young people and not surprisingly, have achieved acres of press coverage.

Product/client: Ikea

Agency: Leagas Delaney Paris Centre

8 rue Volney

Paris 75002

France

T: +33 1 42 96 62 96

F: +33 1 42 96 11 79

Creative Director: Pascal Gregoire

Art Director: Sylvain Thirache

Writer: Aude Mee

Agency Producer: Marie Massis

Production company: Satellite

940 North Mansfield Av

Suite B

Hollywood CA 90038

USA

T: +1 323 465 9300

F: +1 323 465 8860

email: Satfilm@aol.com

Director: Brian Beletic

Producer: Les Telecreateurs

Production company: Les Telecreateurs

27 rue Michel le Comte

75003 Paris

France

T: +33 1 44 61 81 59

F: +33 1 42 74 12 18