In Scandinavia, Ikea has being going down the route of gritty, real-life drama to illustrate how its furnishings can help with everyday problems in the family.
But in the Middle East, it's taking a different approach--that of '80s-style telenovelas. Local viewers have an affection for the genre, so agency Memac Ogilvy created its very own Spanish-language soap opera to show off some of the products on offer in its stores.
Directed by Omar Hilal, the subtitled episodes are shot in telenovelas' melodramatic style, with emotional outbursts, accusations and more. In each case the problem is resolved by a furniture-based solution: for example, a wife accuses her husband accused of cheating when he's disappeared from bed--but it turns out he just found the mattress uncomfortable, and a row over a pair of lost socks is resolved with a new wardrobe. The tagline is "End the Family Drama."
The episodes are currently running in United Arab Emirates, Qatar and Egypt, with more to come. The work has just been awarded in the Dubai Lynx awards, with two Dubai Lynx Gold Awards for Film and Film Craft