IKEA walked so that Maliks could run

Maliks is at it again, but oddly with a lovely jab - one that compares its own merchandise to the luxury house's insanely expensive alternatives. Lovely indeed, except, IKEA was there for a long time before Maliks did it. The proof is always in the pudding, and when IKEA joked about its own Frakta bag compared to the Balenciaga (here), or about its own towel as apposed to the Towel skirt, that's a bit old news at this point. But, still, props for Maliks for leaving behind his silly riddles. Also, never forget, design has humble origins (here).

Beirut Beer - back to school thankfully

Beirut Beer is saying what every parent is whispering - the kids are back to school thankfully. Come on let us admit it, in the summer you need coordinate this, that, this other this, this other that, going outs, convincing them to leave their ipads and going out, and the laundry list is too long. Now they are back to school, giving parents a breather and some much needed time on their own - not to specifically do anything but simply to just destress. Now, Beirut Beer lets you celebrate that. Because "ca se celebre!"... Interestingly, IKEA has launched a campaign called "back to school, back to me" which flips the focus to parents (here).

So apparently I am the only one who thinks the L(IKEA) campaign is corny

I read much praise about it when posted. I still think the L(IKEA) campaign for - you guessed it - IKEA is corny. Do I like the sophomoric word-play? No. If a student came up with this would I encourage them to continue the thought? (Insert much shouting from my part after a 10 second calm before the storm). Long story short? Why did this campaign ever happen?

Worse? Who in their right mind shifted from the brilliant "where life happens" or the quirky "life is not an IKEA catalogue" to "between you and a better everyday" which is the downgrade of all downgrades. People, if it ain't broke, don't fix it. When you come up with great positioning and a way to sway customers don't get corny - which sadly this is.

And I am still trying to wrap my head around that non-effective L(IKEA) thingy.

IKEA goes kitsch for Saudi Arabia and Bahrain

IKEA has gone fully kitsch in a campaign done for Saudi Arabia and Bahrain announcing the 70% sale - as someone who is very much into that aesthetic, I have no problem swallowing it. Apparently the whole campaign has been done for IKEA Saudi Arabia and Bahrain and involves specifically homes from that region done and redone to the max. Now, here's the problem.

Who is the campaign talking to? Obviously to locals. The line? "Don't let furniture wear you".

OK, as someone heavily versed into copyrighting, I can tell you this line is not transposable into Arabic. Which makes me wonder how the locals will react to such a campaign when the punchline is not even in their own language. 

To be clear, and this is not some sort of cultural judgement, Saudi Arabian learn basically Arabic and nothing else at school. I was in Saudi and a man asked me for help - he was unable to retrieve money from the ATM. Why? I was unable to punch the numbers of his card or the correct command options.

So the campaign leaves me a bit confused as to the target audience. As if there was a disconnect somewhere.

Ikea or how the Bernie Sanders meme right

Yes, I know by now everyone has been using this meme and milking it dry. But leave it to Ikea to do it correctly. Balenciaga? Da Vinci? Banksy? GDPR privacy settings? Friends/Stranger things/Simpons sets? There is nothing Ikea cannot troll or turn to its advantage!

IKEA between mistake and masterstroke

IKEA just wrote under its English ad "same thing but in Arabic" for their mattresses and bedding.... And it went viral. Some say it is a marketing ploy, others an honest mistake. Jury is out in this one. Because the next day they scratched the Arabic headline saying, "this is what happens when you do not get a good sleep. Get the perfect sleep".

To those wondering it is possible for a full agency not to notice such a mistake? The answer is a resounding yes. How do I know? Let's say the large phone number in bold on an ad we published was the art director, originally placed there as a dummy until the client gave us the correct number....