Ikea asks if men are messier than women

Ikea has launched a UK specific integrated campaign drawing on the battle of the sexes to promote its range of storage products.


The TV ad features stand-up comics debating whether men or women are messier in the home.

It directs viewers to Ikea’s new Facebook page, and invites fans to vote for who they believe are the messiest.

Ikea’ marketing director Anna Crona says the campaign has been developed specifically for a UK audience based in evidence that people in the UK live in the smallest homes in Europe with fewer rooms.

She adds that Ikea has shifted the focus from the products themselves towards how they fit into consumers’ lives.

The TV ad, created by Mother, launches on 1 April.


Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here