Ikea, which is probably Swedish for, "Good prices, lots of assembly required," is opening its first shop in San Francisco. To celebrate this event, Deutsch/New York has done a city-specific campaign spearheaded by a television spot that marks the directorial debut of group creative director Cheryl Van Ooyen. The :60 features those three jumpsuited neatness freaks going around fixing up the city - a discarded wine bottle is put in a rack, a Hare Krishna hands out a flower and gets it back in a vase, and a big Ikea box is placed over a mime. The print, shot by Moshe Brakha, shows how Ikea has something for everyone, no matter what (and how bizarre) their tastes.
Client: Ikea Agency: Deutsch/NY ECD: Kathy Delaney GCD/Director: Cheryl Van Ooyen, Jones Films (Deutsch's production company) ACD/AD: Scott Bassen ACD/CW: David Rosen Producer: Bruce Andreini Editor: Jonathan Smalheiser, 3 Fingered Louie Photographer: Moshe Brakha