Ikea is known for a wry sense of humour in its advertising. It often mocks advertising tropes in general, and it memorably poked fun atin a direct send up several years ago. But now the shoe, or the TÅSJÖN slipper, is on the other foot.
The vintage furniture firm Vinterior has created a cheeky billboard ad mocking Ikea, and it's been appearing directly alongside the Swedish furniture giant's own posters at London Underground stations. The piece even mentions the famous 'Swedish meatballs' sold at Ikea branches in the UK (see our pick of the
The ads for Vinterior, a UK-based online vintage furniture retailer, employ a retro modernist style that recalls the 1940s 'Metroland' campaign designed to promote suburban living. Several Vinterior ads have been spotted directly beside Ikea ones, and one makes a direct reference to the perceived complexity involved in the assembly of some of Ikea's flatpack products. 'No Swedish meatballs. No instructions. No divorce,' it reads.
The agency's co-founder Jolyon White said of the campaign:"We have a simple mantra: 'Would you want to put it up on your wall? And does it pack a punch?' This does both with style." Lucy Ward, Vinterior's vice-president of brand, said:"We're super proud of this campaign. We want to challenge people to consider pre-owned pieces before buying fast furniture. We're confident these adverts will get people to embrace the wonderful world of vintage with us."Daily design news, reviews, how-tos and more, as picked by the editors.