Smart humor has become synonymous with advertising for furniture store chain Ikea. However, the comedy proved to be a bit too hot in this fun spot, titled "Couch," directed by Jeff Gorman of Hollywood-based JGF for Crispin Porter+Bogusky (CP+B), Miami. At press time, the spot had not aired and there were no immediate plans to run it, in part because it was deemed a little too risqué for audiences.
The commercial opens on two small couches pressed together in an "L" shape or corner configuration. In the background, we hear different noises—a TV blaring, a dog barking and other ambient sounds. Several kids’ toys are perched on the couches, with many more children’s playthings sprawled all over the floor.
Suddenly a couch cushion rises up—and out of that sofa/storage bench emerges a young couple. The man and woman have obviously just enjoyed a carnal encounter. Indeed, these couches aren’t just for potatoes—unless they’re hot potatoes.
The man is now standing up. He zips up his pants, tucks his shirt in and puts his belt back on. Meanwhile, the woman fixes her disheveled hair, buttons her sweater blouse, adjusts her denim skirt, and checks the guy for lipstick marks.
Unbeknownst to the couple, they’re not the only ones in the room. Suddenly they look up and notice that their two children have caught them in the act. The two kids look up at their mom and dad, a bit puzzled.
The sight of their children cause the man and woman to spring into action, quickly covering their tracks by pretending that they’ve been tidying up all along. Without missing a beat, they start grabbing toys and throwing them into the couch’s hollow storage space.
The spot cuts away from that scene to a supered phrase that reads, "Fun storage solutions." Then the Ikea logo appears, accompanied by the slogan, "Help yourself to unböring," and an invitation to visit the company’s Web site, Ikea.com.
The CP+B creative team consisted of executive creative director Alex Bogusky, creative director Paul Keister, senior art director Geordie Stephens, senior copywriter Rob Reilly and producer Oscar Thomas. (Thomas has since left the agency and is now a producer at Driver Media, New York.)
Damian Stevens executive produced for JGF, with Lilly LaBonge serving as executive producer/line producer. The DP was Curtis Wehr.
"Couch" was edited by the mono-monikered Katz of bicoastal Cosmo Street. Maura Woodward executive produced for Cosmo Street, with Amy Febinger serving as producer. Matt Murphy was the assistant editor. Colorist was Victor Mulholland of Company 3, New York; Lisette Torres served as producer. Audio mixer was Bill Bookheim of Soundtrack Studios, New York. Inferno artists were Julie Watkins and Kate O’Neill. Watkins is on staff at R!OT Manhattan. O’Neill freelanced on the job via R!OT. Colleen Garvey produced for R!OT.
Sound designer was Bill Chesley of Amber Music, New York. Patrick Oliver served as music supervisor for Amber.
