Swedish furniture maker IKEA recently hired a new ad agency who concocted a scheme to let 100 cats and kittens loose one night in an IKEA in Wembley, England, to shoot a TV commercial. The “actors” weren’t trained stunt cats, but they seemed mostly light-colored purebreds with a few calicos and one bald gray one thrown in. There wasn’t a single black cat. Such discrimination could only have been deliberate.
But why? Black cats look GREAT on IKEA stuff. We’re trés chic!
Here’s a video about how they filmed the commercial…
I think it was harebrained to let the cats roam the whole store and warehouse at once. They couldn’t possibly have captured all the picturesque things those cats must have done. The best bits probably never made it to film. It was also dangerous for the cats because they were in a strange place surrounded by strange people and never knew who was lurking around the corner.
IKEA’s ad people said they used cats because the new tagline is “Happy Inside” and cats have a reputation as pleasure-seeking missiles who will do anything to be comfortable and content.
Here’s the finished 1-minute ad…
Just imagine the same ad with 100 dogs, barking and drooling and cocking their legs. At the end of the shoot, the humans wouldn’t have had to just vacuum fur off the cushions, but shovel steaming piles while trying to salvage the furniture that had been peed on.
As the next step in their advertising campaign, IKEA should let some of the cats star in a reality show. The ones who flashed their claws would be naturals. They could call it The Real Housecats of Wembley and furnish their homes exclusively with IKEA products.