Ad Nut
Oct 27, 2017

Ikea China fails the 'leftover women'

The furniture retailer issued an apology after a backlash against a sexist ad.

Ikea China was forced to withdraw a 29-second ad that had drawn outrage for its portrayal of unmarried young women. Ad Nut understands that critics were particularly riled up by opening dialogue where the mother said: "Don't call me mum if you don't bring a boyfriend home!"

Ad Nut is perplexed that the furniture retailer has forgotten its Swedish roots; Scandinavian countries are at the forefront of gender equality after all. But what baffles Ad Nut more is the brand's motivation in creating a hostile dining-room scene for a campaign that claims to be about 'carefree living every day'. 

Ikea could take a leaf from SK II and its agency Forsman & Bodenfors (from Sweden, Ad Nut notes) who were behind the lauded Leftover Women campaign.

As bad as the withdrawn ad is, Ad Nut is still pretty impressed by the speed with which the parents manage to transform the living space.

Ad NutAd Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. Check out Ad Nut's Advertising Hall of Fame.


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