Daily Fresh News

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



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

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