Ikea's '80s-style telenovela shows how furniture can help 'end the family drama'

The format is popular in Dubai, where the work is running

Published On
Mar 21, 2019

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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



Mar 21, 2019
Client :
Ikea UAE
Agency :
Memac Ogilvy
IKEA Regional General Manager Marketing, Communication and Interior Design :
Carla Klumpenaar
IKEA Regional Communication Manager :
Amer Yaghi
Chief Creative Officer :
Juggi Ramakrishnan
Regional Creative Director :
Juliana Paracencio
Regional Creative Director :
Youssef Gadallah
Associate Creative Director :
Majken Gram
Associate Creative Director :
Troels Popp
Art Director :
Moemen Metwally
Copywriter :
Rana Khairy
Copywriter :
Stella Parkes
Copywriter :
Aliza Siddiqi
Copywriter :
Maya ElKai
Head of Production :
Luke Morris
Business Director :
Tarek Shawki
Senior Account Manager :
Ami Popat
Production Company :
Bigfoot Films
Director :
Omar Hilal
Executive Producer :
Begad Omran
Executive Producer :
Ahmed Azmi
Producer :
Aly Seifelnasr
Producer :
Nada Faid
Assistant Producer :
Farah Serry
Assistant Producer :
Shahd Allam
Director of Photography :
Kim Miquel
Editor :
Ahmed Hafez
Art Director :
Mohamed Diaa
Art Director :
Mayar Mohsen
Photographer :
Mohamed Osama
Wardrobe Stylist :
Dina Nadeem
Post House :
Music :
Sary Hany

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