GALLERY 31: Best of the US - Ikea

Yet again this brand proves its ability to reinvent itself with every new campaign.

No slick shots of shiny people and sandy Scandinavian furniture. Instead, this ad draws a darkly humorous equation: living in a drab lounge full of musty furniture and miserable colours is like being buried alive.

Muted, monotone greys and browns enhance the mood with colour only bursting into play at the end, when Ikea appears like a ray of sunshine on the horizon.

Client/Title: Ikea/'Bored to Death'

Agency: Crispin Porter Bogusky Advertising

2699 South Bayshore Drive

9th Floor

Miami FL 33133


T: +1 305 859 2070

F: +1 305 854 3419


Creative Director: Alex Bogusky

Agency Producer: Rupert Samuel

Art Director: Tony Calcao

Writer: Rob Strasberg

Production company: Hungry Man

Grafton Mews

W1R 3FD London


T: +44 20 7380 8280

F: +44 20 7434 4422

Director: Bryan Buckley

Producer: Kevin Byrne

Director of Photography: Scott Henriksen

Post-production company: Final Cut: 118 West 22nd Street

7th Floor

New York 10011

New York


T: +1 212 375 9800

F: +1 212 375 0256


Editor: Kirk Baxter

Music: Wojahn Brothers

Flame Artist: A52