When people thought of IKEA and kitchens they mostly thought of all the appliances, utensils, pots and pans. Most Brits didn't know IKEA was selling actual kitchens, so we had to raise awareness of IKEA’s kitchens in an entertaining way. Kitchen advertising is saturated with glossy ads with shiny surfaces and smiling families. But we wanted to find the truth about kitchens, an insight that could carry the campaign.There is one thing about kitchens we all know is true – it's the best place to be at a party. There was even a song written about it in the 80s by Jona Lewie, "You will always find me in the kitchen at parties". So we decided to bring back this song re-recorded with Man Like Me, remix it with legendary producer Arthur Baker, and shoot a music video for it. In the video Man Like Me walks through various kitchen parties, featuring cameo from Jona Lewie. Needless to say they were IKEA kitchens. The Music Video was picked up by MTV and played across Europe. There was also cut down to a 60 and a 30 second ad that aired in the UK.

Thousands of fans got to see IKEA products because they choose to, when it was brought to them in an entertaining way.Our brief was to make a TV-ad, and because we used the material for the promo and existing images of the products, the extra cost of making the annotated Youtube links were almost none. Sales of IKEA kitchens increased by an unprecedented amount and the kitchens department is significantly outperforming the rest of the store. Since the campaign was released the music video has made it onto MTV and the song has had significant radio airplay.