Of mothers-in-law, daughter’s boyfriend and wife’s cats!

BBH Singapore has launched a campaign for IKEA’s third new store in Malaysia, the biggest in Southeast Asia so far, teasing audiences with the promise of ‘Choice’.

The new campaign, for the IKEA Tebrau store in Johor Bahru, reveals that with a new IKEA in town, you can choose from thousands of home furnishing pieces to ease the many tensions domestic life brings.

There is a twist of humour in each story playing on the theme there are some things in life you can’t choose, like your mother-in-law or your daughter’s boyfriend or even your wife’s beloved cats…

The campaign features four films, supported by digital, TV, print, outdoor and radio.

A series of films – capturing everyday domestic life – were shot by renowned Argentinian film director Augusto G Zapiola, known for his subtle observational humour.

Nikhil Panjwani, Creative Director, BBH Singapore, said, “Our actors, who didn’t speak a word of English were getting instructions from Augusto who spoke mostly in Spanish. It was fascinating how just hand gestures and body language saved the day and nothing was lost in translation.”

Augusto, with his usual zest, commented, “From the first call with the agency and client, I knew we were all on the same boat, free to experiment and collaborate during the whole process.”
The films launch in Malaysia this week.

Watch them here:
IKEA – HER BOYFRIEND – Now, There’s Choice

KEA – HER CATS – Now, There’s Choice

IKEA – YOUR MOTHER-IN-LAW – Now, There’s Choice

IKEA – HER CRAVINGS – Now, There’s Choice

Credits:
Executive Creative Director: Joakim Borgstrom
Creative Directors: Nikhil Panjwani, Joakim Borgstrom
Writers: Keng Chien Hong, Nikhil Panjwani
Art Directors: Ronald Bunaidi, Soo Yeon Bae
Planning Director: Rebecca Ash
Account Director: Chloe Fair
Account Manager: Abbas Zafar
Producer: Wendi Chong
Director: Augusto G Zapiola
Co-director: Nano Tidone
Production House: Argentina Cine, Buenos Aires
DOP – Christos Voudouris
Music Composition – Bigotes Musica
Line Production: Two Monkeys, Bangkok
Post Production: The Quiet Lab
Editor: Lee Hwee

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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