Every once in awhile you stumble across an ad so outlandish you wonder if it’s actually a fever dream. Ikea Canada’s recent Pride spot, which features drag queens strutting down the runway in nonclothing Ikea products, is one of those ads—but it’s very real.
The spot, called “Dräg,” is part of Ikea’s “Beautiful Possibilities” campaign and “continues [the brand’s] commitment to spotlighting diversity and inclusion through all its channels,” according to a company statement. In it, drag queens are draped in everything from shower curtains to laundry bags to magnets. The company collaborated with Toronto-based drag queens to construct the playfully inventive outfits.
“It’s already quite common for drag queens to make outfits out of unconventional brands, with Ikea being a go-to,” the company said. The campaign embraces this creativity and the “openness of drag culture.”
The campaign is primarily social, but includes out-of-home, digital and TV spots. Ikea worked with agency Rethink for creative and Jungle for the media buy. The furniture brand is also a sponsor of Pride Toronto this year.