Bestads Six of the Best Reviewed by Bill Oberlander, Co-Founder/ECD, OBERLAND, NY
Winner: "IKEA". Admittingly, I'm a sucker for stylish, hyper-lifestyle ads with beautiful supermodels in stunning settings. So when this commercial started I was drawn in with great expectations. Assumingly another over-the-top production for Calvin Klein or Dolce Gabbana, right?
When the "record scratch" moment arrives with an everyday Swedish woman walking onto the set to take the piss out of all the pretention---it was disruptive, funny and memorable. She's completely oblivious to all the fabulousness, only calling out the high style of the IKEA cabinets (obviously trying to strategically reposition IKEA beyond their cheap, non-fashionable brand image).
The commercial is short, sharp and to the point. I think this spot gives the IKEA brand great, high production values along with a winning, self-deprecating sense of humour. Bravo.