Have you ever paid the models in the Ikea catalogue any attention? No, we’re not talking about the Malm or Hemnes product models. Of course you noticed those (unless you just used the catalogue as a doorstopper). We’re talking about the men and women posing in the 200 million copies of the annual book.

Sure, we’ve always been jealous of them, imagining how happy they must be to enjoy a perfectly stylized Ikea home, which we can’t seem to ever successfully do ourselves (it’s like going to a hair salon – you can never, as hard as you try, recreate the look they created the day after you get a cut).

However jealous, we’ve never really paid much attention to them, or spent more than a split second on their faces. And now we know why, thanks to this spot by DDB Brussels for the brand in Belgium. Seems the models are still in the dark though.

[iframe_youtube video = “2sf6xdR8OtI”]

Credits:

Advertiser: IKEA Belgium (Miguel Aguza, Christine Vermorgen & Peter Jongert)
Agency : DDB Brussels
CD : Peter Ampe & Odin Saillé
Creation : Ralf De Houwer & Jonas Caluwé
FR subtitles : Jonathan d’Oultremont
Strategy : Dominique Poncin
Account team : Francis Lippens,  Annelies Nyns & Maria-Laura Laubenthal
PR – Press Coordinator : Kenn Van Lijsebeth
TV Producer : Brigitte Verduyckt
Production company TVC : Caviar
Director : Amir Farhang
Executive Producer : Ilse Joye
Producer : Geert De Wachter