LADY DUMAIS

E-CLASS 2013

Ikeas advertising campaign, Tidy Up, was first launched in France in

September 2001. Several years on, the campaign continues to amuse. The five
30 second ads were designed to reach a new cohort of young adults who had
grown up with IKEA and associated the furniture retailer with their parents
generation. The campaign was translated from French to English and used
throughout Europe. The super for each of the ads: In English: Tidy Up. (or
Straighten Up) If you dont do it for yourself, do it for others. In French:
Rangez. Si vous ne le faites pas pour vous, faites le pour les autres.
Intriguingly, the IKEA Tidy Up ads have been described as Banned and
Extreme wherever theyve been posted on YouTube and Google. But there is
no evidence that would back up these claims