Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Mouse made center of Ikea work

By Published on .

[Amsterdam] Ikea's first ad campaign from new agency StrawberryFrog, Amsterdam, uses a small gray mouse that is a Dutch cultural symbol for a timid character to demonstrate how Ikea can help consumers break out of the mold. Outdoor ads feature people in mice costumes and the tagline "What, me gray?" In one ad, a little girl dressed as a mouse is perched on matching tables as two men embrace each other behind her. The headline: "My daddies are also a set." Ikea is unusual among global marketers in preferring to choose a different, highly creative agency in each country.
Most Popular
In this article: