Ikea trashes its own products in its cutest ad campaign yet

An Ikea advert showing a broken mug beside a cat
(Image credit: Ikea / INGO)

About a year ago, Ikea broke the rule book with an ad campaign that showed its products being ignored by kids. This time it's going further. Not only is it giving its products second-billing to a cast of mischievous pets, it's throwing them on the floor and smashing them to smithereens.

The campaign suggests that, while not exactly pet-proof, Ikea's products are at least so affordable that we can happily laugh at the kind of destructive animal antics that a lot of people with pets will be able to relate too.

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Joe Foley

Joe is a regular freelance journalist and editor at Creative Bloq. He writes news, features and buying guides and keeps track of the best equipment and software for creatives, from video editing programs to monitors and accessories. A veteran news writer and photographer, he now works as a project manager at the London and Buenos Aires-based design, production and branding agency Hermana Creatives. There he manages a team of designers, photographers and video editors who specialise in producing visual content and design assets for the hospitality sector. He also dances Argentine tango.