IKEA: Kitchen Shit

Next time: Assembly Service.

Advertising Agency: Grabarz & Partner, Hamburg, Germany
Executive Creative Director: Ralf Heuel
Creative Directors: Dirk Siebenhaar, Tom Hauser
Copywriter: Heiko Notter
Art director: Oliver Brkitsch
Art Buyer: Indra Hohns
Photographer: Patrice Lange

November 2010


S.tefan's picture
117 pencils

Very nice work! Love it!
Remembers me to the work of Sagmeisters Book


But the idea is not done

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

I think this is a really stupid marketing strategy. Shows how difficult it is to assemble Ikea furniture. It is definitely selling the assembling service but it's bashing the Ikea products.

Guest's picture

Boy, you really have guts commenting all over de web with that poor portfolio in your link. You should stop criticizing and get back to improve your average work.

Creative Director

Jaap Grolleman's picture
Jaap Grolleman
6992 pencils

Thanks for visiting my site :)

Ramezani's picture
315 pencils

You didn´t understand him, did you?

Guest's picture

Wow man!!! Your work in your site really sucks! hahahhaha He´s right.

I wouldn´t want to have people visiting my site.

Guest's picture

Boy, you really lack balls commenting all ova da web without publicizing your own portfolio. You should stop authenticating your comments with an empty title and get back to reasonable strategic assessment.

Evan Hunerberg

PS: In all seriousness, Ikea is a very progressive company with a brilliant business model. That kooky Scandinavian blood isn't afraid to poke fun at itself, and that's great. Unfortunately, it's criticizing its fundamental strategic advantage. If I wanted to pay someone to make my furniture, well, I wouldn't buy furniture that still needed assembling.

Jotacef's picture
219 pencils

there is an important insight. sorry this time mr. mancer... I would rather put other words instead of shit but its just fine!

Billoughsby's picture
5144 pencils

Very stupid indeed. Clever eating it's own children.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture

Worst strategy ever!

jasonP's picture
222 pencils

It means without assembly service, ikea shit?
And need to pay for that service.

Anonymous Author's picture
Anonymous Author
1541 pencils

'Next time: assembly service.' Wrong. There will be no next time.

Write a wise saying and your name will live forever – Anonymous.


velle's picture
1550 pencils

i agree with the majority - the strategy is really off. i cant believe noone saw this coming

Jupiter's picture
547 pencils

glorifying your own flaw...is like stabbing yourself...it doesn't benefit you at all.

commenting just to gather more pencils:-)

Guest's picture

Firstly, these ads have had dinners with pharaohs, that's pretty much how old they are.
Secondly, I can't believe the amount of nonsense AOTW brings to the table through comments on a daily basis.

Think about it. They went on a clear consumer insight: not everyone has the easiest time in figuring out how to assemble IKEA furniture, especially the bigger items.
I've screwed up countless times on some of the more complex pieces of furniture and had to disassemble the whole thing and try again.
Not everyone feels like doing that, since the ease of building your own furniture is merely a really nice perk in the whole "Reasons to get furniture from IKEA" book.

If you give that up, you've still got plenty of other qualities.

The ad is funny, people can relate to it with ease and it sends out a clear message. "If you got yourself in a bind, we've created this service to help."

Now all you marketing geniuses, please get off your high horses and get back to designing those urgent table-tents for Ketchup.

velle's picture
1550 pencils

i do agree that some of the more complicated pieces can be hard to assemble. yes, i laughed because i saw the funny in it, but that chuckle was followed by another feeling in me. this visual is sending the wrong message at least 50% of the time - it has that level of ambiguity, and i don't think we're responding as advertising people, we're responding as ordinary consumers too. this campaign is pretty hit or miss. are we overanalysing?

Jupiter's picture
547 pencils

Look who's preaching...another faceless keyboard warrior perch on a high chair.

commenting just to gather more pencils:-)

dthlb72's picture
545 pencils

I thought ikea is easy to assemble, isn't it?

Guest's picture

Well, i agree that it´s somehow cannibalizing it´s own strategy of easy assembly, but then again there is a truth that many people out there are even too lazy or stupid to make it happen, so there´s a relevant target group as well.
So strategywise i am 50/50 - neither good, nor bad.

What i do have a clear opinion about is the fact that it´s probably been made for awardshows and there i have to say, try harder.
I´ll eat my shoe if this wins at a relevant(!) award show.

Never the less Mr.Jackmancer: I hope you reflect on your own work as tough as you judge others, because looking at your work reminds me of a fat, beer drinking guy on a sofa, rambling on about how stupid and incompetent his local soccer team plays. You should envy guys who have work like that in their books instead of bashing them.

claudeclauding's picture
10 pencils

Good in a creativity sense, but bad in a strategic side: Why through SHIT over your brand essence? DO IT YOUR SELF!!!

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