Ikea launches catalogue with TV campaign

Karmarama has created a TV campaign to support the new Ikea catalogue.

The two ten-second ads, which break on 30 August, announce the arrival of the 2005 edition by featuring women who carry out impossible physical moves owing to their excitement over their new Ikea furniture.

In the first spot, a woman puts the finishing touches to her dining-room furniture. She strokes a chair and, unable to contain her delight, performs a full-body skip using her arms as a rope.

The second spot shows a woman sitting back on her new daybed as her head starts to spin with pleasure. The voiceover states: "The new Ikea catalogue, in stores now."

The ads end with the line: "4,444 examples of affordably good design."

The campaign was written and art directed by Dan Norris and directed by Dan Outram through Moon. Media planning and buying was handled by MediaCom.

Dave Buonaguidi, the creative director at Karmarama, said: "They are great fun, memorable and hopefully will sell lots and lots of furniture."

The ads will run for a two-week period on terrestrial channels to support Karmarama's "live unlimited" main branding campaign, which shows people transforming their homes.

Vicki Anstey, Ikea's advertising manager, said: "People genuinely get excited by the new Ikea catalogue, with even more examples of affordably good design than ever before.

"In the ads, we wanted to try to capture something of the buzz that surrounds the catalogue's arrival but in a typically Ikea way."