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'Pretentious designer' stars in new Ikea drive.(advertising services by Karmarama)
Karmarama has created a pounds 5 million multimedia campaign for Ikea to reaffirm the brand's credentials as the home of affordable design.
The TV, outdoor and press ads launch the new endline 'Elite designers against Ikea' to coincide with the introduction of an elite but pompous furniture designer, Van den Puup, who detests Ikea.
In the first execution, Van den Puup explains the journey of creation for his new pounds 1,200 Monday Cabinet. We see his tortured genius toiling in a studio and relaxing by the pool of his luxury mansion with his pampered pooch and personal assistant.
But he explodes with anger when he realises Ikea is producing the same cabinet for just pounds 29.
In another ad, the designer almost crashes his car when he sees a billboard advertising his pounds 30,000 bedroom at a considerably reduced price.
The executions will run as 40- and ten-second spots, breaking on Monday.
Karmarama's joint creative director Naresh Ramchandani said: 'We wanted to create a character who was pretentious, precious and uncreative as Ikea is down-to-earth and creative.
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