Ikea is mocking the pretentiousness of its snobby kitchen rivals in its latest ad campaign, centred around a spoof high-end furniture company.
The tongue-in-cheek campaign, led by creative agency Mother London, initially appears to be for a kitchen retailer called Eureka Spiritsis before the ad goes on to reveal that it is, in fact, for Ikea itself.
The advert sees an elegantly-dressed sales man boasting of the fake retailer’s 25-year guarantee quality workmanship seamless functionality and deluxe style, as he guides the viewer through the kitchen’s high-end features.
“We are Eureka Spirtisis,” says the man, before the screen pans out to reveal a shot of the full kitchen while the ‘We are Eureka Spirtisis’ lettering unscrambles to reveal the tagline ‘Surprise, it’s Ikea’.
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Supported by press partnerships across luxury interior design publications and a wider TikTok campaign with etiquette coach William Hanson, it will also appear on Pinterest, Meta, across display ads and in-store.
The campaign was rolled out across all communications in early January.
It comes after a campaign from online furniture marketplace Vinterior took a jibe at Ikea, with an attention-grabbing OOH advert featuring the slogan ‘You’re better than flat-pack’.
Ikea’s agency Mother London has previously marked the upcoming presence of the popular retailer on Oxford Street with a colossal tote bag.
