Ad of the Day: Ikea Products Boogie Down in Great Music Video for a Store Opening

BBH Asia Pacific scores again

Headshot of Tim Nudd

Ikea is opening its second store in Malaysia, and the retailer's products physically can't contain their excitement.

That's judging by this fun new music video that the brand just released, from BBH Asia Pacific, in which various products are seen celebrating by dancing furiously. The new store is located in the Kuala Lumpur suburb of Cheras, which is pronounced chur-ASS. And so, the video has the mildly risqué refrain, "Get Cheras to Cheras," which sounds a lot like "Get your ass to Cheras."

The rest of the video has plenty of puns, too, with the products' names put to good use in song lyrics like: "You people wanna DANSA / You're NORDLI only ones / Join the DUDERÖ's and GURLIS, MALMS and their PAPPIS."

"A catchy tune, a funny pun, a twerking panda. I think we used all the tricks in the book to make sure people know about the new Ikea Cheras," BBH Asia Pacific creative directors Tinus Strydom and Maurice Wee said in a statement.

The music video fits perfectly with the occasion—to get Malaysians from all walks of life excited about the biggest housewarming party in Malaysia!" added Tracy Pang, marketing manager at Ikea Malaysia.

It's another winner for BBH Asia Pacific, whose Ikea work also included the famous BookBook spot.


Client: Ikea Malaysia

Agency: BBH Asia Pacific

Creative Directors: Tinus Strydom, Maurice Wee

Executive Creative Director: Scott Mcclelland

Art Director: Marcus Yuen

Copywriter: KC Hong / Ross Fowler

Business Director: Bibiana Lee

Project Director: Lesley Chelvan

Account Managers: Jade Cheng, Cheryl Cheong

Social Strategist: Josie Khng

Producer: Wendi Chong

Director: Nieto

Production Company: Stink Shanghai

Executive Producers: Desmond Loh / Louis Kwan

Producer: Charles Renard

Music: Fuse Adventures in Audio

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: November 2, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT