After producing some of last year’s most hated ads on TV for Ikea
Business, St Luke’s is back with a campaign that centres around office
The 50-second ad breaks this weekend and features a manager unhappy with
his workplace. As he surveys the dull surroundings, he declares: ’I
don’t want to work in an office like this, I want to work in a world
that’s full of colour and life and energy.’
He rallies the staff who follow him to Ikea where they excitedly sample
The manager is then seen in his new bright and modern office where he
concludes his speech: ’More than anything, I don’t want to see sad faces
As he looks out at his staff, it becomes apparent that the only office
that’s been given a makeover is his own. He abruptly closes his new
blinds on the sad scene.
’The ad reflects the way office politics work in a lot of companies,’
Sam Dunn, St Luke’s account manager, said.
The ad was written by Chris Wright and art directed by Jules
It was directed by Steve Reeves through Stark Films. Media is by
’We need to raise awareness of Ikea’s range of business furniture,’
Frances Evans, Ikea’s advertising manager, said.
Last year’s spot, ’down-sizer’, showed a consultant recommending an
office refurbishment and implied that the cost could be met by making an
employee redundant. The ITC received 400 complaints from the public
about the commercial.