Credits

We always knew Ikea Guy was good for more than just a laugh. The ‘Low Voice’ Ikea spot scored a Gold Radio Lion last night.

‘I wanted to hear ['Low Voice'] over and over again, and I just kept laughing,’ says jury president Mark Gross, SVP/group CD at DDB Chicago. ‘It’s very simple, short and unexpected.’

Canadian juror Tom Murphy, CD at St. John’s-based Target, agrees. ‘I think it’s absolutely brilliant,’ he says. The spot features a low, Darth Vaderesque female voice complaining about getting a terrible sleep. The iconic Ikea guy chimes in that she should get a better mattress from Ikea. The woman’s voice then declares she feels much better, thanks to a great sleep on her new Ikea mattress. The twist? She still has the low, gruff voice.