With the 2017 edition of the Ikea catalog rolling out around the world, Ikea Belgium has released a two-minute making-of film that offers some insight into what it might be like to be one of the anonymous humans amidst all the furniture. The wry commercial out of DDB Brussels features a series of overly ambitious models talking about how they take their jobs a wee bit too seriously -- somehow convincing themselves that their presence in the catalog is essential and career-making.
A male model who portrays the character "Man Shaving," for instance, recounts a recent conversation he had with his young son: "Listen, son, Dad's famous now." And a female model contemplates her imminent star power: "I don't think there's any way I'm going to get away with not being recognized by... everyone," she says, right before we see her role in the catalog: standing inconspicuously off to the side in an Ikea kitchen.
The spot comes in the wake of a similarly dryly humorous Ikea ad out of Swiss agency Wirz Werbung Zurich that offered another take on the making of the 2017 catalog -- this one featuring a "furniture impersonator."
But of course, we all know who the real stars of Ikea catalogs are, and they go by names like Poang, Lack and Billy.