Three Drunk Monkeys don’t F**** around creating new radio work promoting Ikea kitchens
Three Drunk Monkeys and IKEA have enlisted the help of a potty-mouthed kid to promote their kitchen range and highlight the frustrations people feel when they try and install a kitchen themselves.
Says Ellie Quinti, IKEA’s advertising manager: “IKEA wanted to have some fun and acknowledge that installing a kitchen can often be a truly frustrating experience. We wanted to bring to life the messaging that IKEA can help people plan, deliver and install a kitchen, whilst avoiding teaching their kids colourful, new words.”
Agency: Three Drunk Monkeys
Executive Creative Directors: Justin Drape/Scott Nowell
Creative Director: Leslie Ali
Art Director: Tim Green
Copywriter: Tim Cairns
Agency Producers: Thea Carone
Group Content Director: Carolyn Contois
Strategic Planner: Fiona Lake
Account Director: Astrid Jones
Director: Ralph Van Dijk
26 Comments
THAT is cool radio!
Hasn’t Ikea built their whole empire on people assembling the furniture themselves? And now they’re admitting how fucking hard it is? Interesting strategy.
Nice one Tims.
pretty funny spot.
@Cannibal I’m not so sure it’s a bad strategy… I’m sure most people can put a table or a couple of chairs together – but a whole kitchen would be a nightmare, even for a handyman.
F****** awesome.
Highlighting a negative in this way (even if it might not be true if you can read instuctions) doesn’t seem a very smart idea and then to communicate through a swearing child is not very funny – the only swearing part that really works is the voice over at the end but it wouldn’t work on it’s own. The premise of the IKEA offer is built on DIY, now to admit it’s too hard will do more harm than good and I am amazed the client accepted the creative.
F*^”ing funny. I hate putting those sh%^ful things together.
Delightful. Best radio spot I’ve heard in ages.
At last. A decent ******* radio spot!
Cannibal…maybe one should engage brain before opening one’s mouth…
the ad says pretty “f%$#n clearly that Ikea helps you avoid all that %$#’n %$#@!!!
If you have ever built one of these things (as I have) it so true. Great F*&^kin’ insight.
@2:35 – highlighting a negative is what makes this idea gutsy and interesting.
Everyone knows IKEA is DIY, which is exactly why you need to make a point of the fact they assemble kitchens for you.
Writing radio can be a real c*nt. Well played guys.
Good work Tom! You know I’m a big fan of ‘gong mouth.’
Isn’t this basically the same idea as a TV spot that featured a kid learning bad words from her mum in the car? I can’t remember what it was for, but the idea is very similar.
Love it. Great insight.
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Great to see radio on the blog, and even better when it’s this good. Not to mention a tough sell into IKEA, so kudos to the suits as well.
To the Tims, ignore the doubters. If they were any good, they’d be working at the Monkeys or any one of the other 7 or 8 agencies worth working for where the staff don’t have such a huge chip on their shoulders that they slag off other people’s good work just to make themselves feel better. @#$% ’em.
Thats hesh
Hasn’t this been done before?
http://www.youtube.com/watch?v=Ow0a06gsiF4
Same insight, better execution
Awesome.
great ad guys, although ive never sworn as much as when i shopped at ikea on a saturday
Shame 3DM didn’t see fit to credit the IKEA client. A script like this doesn’t get sold by an agency. It gets bought by brave client. Ellie Quinti should have been up on the credits and her omission is glaring. Still all the more glory for the agency and its social media team, eh?
Best radio ad I’ve heard in about 16 years. Absolutely refreshing to hear a classically good ad with a nice observation and bugger me, it communicated.
Well done, well done.
I’ve got a radio brief in front of me and I’m sitting here thinking, shit! I’d better try harder than I was planning too.
Well done again.
I think it’s a great strategy.
It opens Ikea up to people who aren’t interested in DIY. They may not have known it could be assembled for you.
And it’s not going to stop DIY people buying it.
ha love it, good insight and even has a TRUTH to it, very good, very funny!