Kudos to IKEA for taking the lead on the touchy subject of tolerance. Its new outdoor ad campaign sees the Swedish furniture retailer bespeaking a fondness for “diversity,” short of out-and-out humanitarianism.

Humanitarianism could sell some couches after all. The artful use of mosaics, if one looks closely, sells some more. While at it, the mosaic cleverly functions as a metaphor of sorts for diversity.

IKEA has occasionally made a 360-degree shift from flattering its standard demographic, to sucking up to niche markets. Looking at the adverts, such markets would also cover bald guys, bespectacled guys, old ladies, and curly carrot tops. Well, covering more ground makes sense in an era of recession.

It’s prudent to see these ads in light of IKEA’s latest advertising jaunts around the world. These ads come on the heels of IKEA’s Polish catalog picturing twelve archetypal family portraits–one depicting a same-sex couple. The funny picture in question portrays “two sister souls,” Ian and Steve. Viewers are then told the two men, seen in a resplendent IKEA kitchen, don’t plan on siring children.

Defending the ads, IKEA’s Polish spokesperson has said “Homosexuality is one of the elements of life in modern society.” Besides, the catalog asserts “Family life is changing…Welcome to the new era.”

Polish Catholics could no sooner go up in arms of course. A monthly publication for Catholics, Fronda, has egged on readers to send sample letters denouncing the catalog. The missives state that homosexuality “affects the institutions of the family.” The editor-in-chief goes on to decry the legalization of such relationships.

It would be remembered that Poland is where the last pope hailed from.

On the IKEA front, the protests come amidst construction for is what is billed as the company’s largest showroom-and biggest investment-in Poland. To be anchored in the shopping mall called Port Łódź, the showroom would sprawl for over 300,000 sq. meters, housing eateries and a children’s chamber, apart from vast interior design showcases. IKEA is purportedly hiring 200 for the showroom.

Advertising Agency: Forsman & Bodenfors, Gothenburg, Sweden
Media Agency: MEC
Reproduction/Retouch/Original: Factory F&B
Advertiser’s Supervisor: Christine Eliasson

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