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

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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.

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About

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