New IKEA Catalogue Features Wonderfully Weird Models

And their Slightly Delusional Aspirations.

IKEA Belgium launched its new catalogue today, and it did so with a surprisingly​ tongue-in-cheek ad, reminding us just how funny a bruised ego can be. A 2-minute commercial takes us behind the scenes of the 2017 IKEA catalogue photoshoot, and into the minds of the models featured in the iconic catalogue.

The IKEA catalogue is one of the most read books in the world. So it makes sense for the models to consider this their breakthrough moment. Their door opener to stardom. We listen in as they dream out loud of becoming household names in TV, modelling, acting, and mentally preparing themselves for a life in the spotlights.

But if you’ve ever opened one, you’ll know: IKEA catalogues are all about furniture. And the models are only there to make the furniture look good, not the other way around. In fact, the people are not in there at all. They get blurred out, cropped off, or shot with their backs pointing towards the camera.

Yes, in theory, they will be seen by more than 200 million people, but in reality they’ll be noticed by zero.

After all, the real stars of the IKEA catalogue are Swedish, and they have names like Billy, Pax, and Malm.



Campaign: Meet the stars of the new IKEA Catalogue

Client : IKEA Belgium

Contacts : Miguel Aguza, Christine Vermorgen & Peter Jongert

Agency : DDB Brussels


CD : Peter Ampe & Odin Saillé

Creation : Ralf De Houwer & Jonas Caluwé

FR subtitles : Jonathan d’Oultremont

Strategy : Dominique Poncin

Account team : Francis Lippens,  Annelies Nyns & Maria-Laura Laubenthal

PR – Press Coordinator : Kenn Van Lijsebeth


TV Producer : Brigitte Verduyckt

Production company TVC : Caviar

Director : Amir Farhang

Executive Producer : Ilse Joye

Producer : Geert De Wachter



Media : TV, Cinema, Web

Start date : 24.08.2016

About DDB Brussels

To solve our client’s business issues, we favor our people’s skills instead of the latest buzzwords. Bringing together our people’s talent in strategy, technology, creation and production under one roof results in "work that works”.

Our long-standing experience with people-focused brands (VW, IKEA, Studio Brussel, bpost bank, DKV, letgo, De Persgroep…) inspires an internal culture based on creativity & humanity. This helps us come up with creative business solutions that interact with how people behave today. Our solutions go beyond what is traditionally labeled as advertising and can propel a brand for years.

With a headcount of around 60 people, we are large enough to take up the most serious challenges, while remaining agile enough to respond in real-time to new opportunities.

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