Mother and Ikea have started a gender-based debate on domestic disorder to promote better storage as in-home peacekeeper.
The integrated campaign launches with this spot, featuring stand-up comics, shot in front of a live audience, arguing over the inherent sloppiness of the opposite sex.
The campaign also includes a Facebook page, where viewers can submit their vote for messiest sex (um, gender), along with photographic evidence from their own homes. The app also allows users to continue the argument with friends and get storage tips from Ikea experts.
The Facebook page will also host a handbook called Peace, Love and Storage.