Carmichael Lynch Breaks Final Ikea Spot

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Carmichael Lynch/Minneapolis broke its final spot for furniture retailer Ikea this week, one year after it won the account. The new spot, which breaks with the live-action of the rest of the campaign, features a striking animation/live-action hybrid by Toronto's Head Gear Animation that merges real heads with animated bodies. In the spot, a woman on a date with a boor pops his head off and replaces it with a more interesting one from her stockpile. "Choose your style," is the tag. "It's always nice to go out on a high note," says agency president John Colasanti. "Although we thought we started on high note. We're proud of everything we've done for them."

Ikea put its account in review in November, just ten months after awarding the account to the Minneapolis agency. The current review is now down to three finalists: Berlin Cameron & Partners/New York, Goodby, Silverstein & Partners/San Francisco, and Crispin, Porter & Bogusky/Miami. As for Carmichael, Colasanti says recent account wins -- Amana and Barq's -- have financially offset approximately three-quarters of the Ikea loss.

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