Ikea turns to Canadian shop for German ads

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TORONTO--Ikea has asked Toronto-based Roche Macaulay & Partners, to create a new TV campaign for Ikea Germany that includes five-second TV ads, a first for the Swedish furniture retail giant.

Ikea Germany has used traditional 30-second TV ads but that meant their budget only allowed them to run on TV for 26 weeks. The new campaign runs year-long, and includes 60 TV ads in total, including five-second ads, along with 20 and 25-second ads.

The theme of the ads is to feature the "off-the-wall world of everyday problems," all of which are solved through the use of an Ikea product.

Copyright October 2000, Crain Communications Inc.

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