Check Out All the 'Famous' Models in the New Ikea Catalog

Short Film From DDB Brussels Imagines What It's Like to Be a Human Model Amidst All the Furniture

By Simon Dumenco. Published on Aug 25, 2016

Editor's Pick

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.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Aug 25, 2016
DDB Belgium
Miguel Aguza
Christine Vermorgen
Peter Jongert
Creative Director:
Peter Ampe
Creative Director:
Odin Saillé
Ralf De Houwer
Jonas Caluwé
Jonathan D'Oultremont
Dominique Poncin
Account Team:
Francis Lippens
Account Team:
Annalies Nyns
Account Team:
Maria-Laura Laubenthal
Kenn Van Lijsebeth
TV Producer:
Brigitte Verduyckt
Production Company:
Amir Farhang
Executive Producer:
Ilse Joye
Geert De Wachter

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.