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IKEA is trying to ignite a debate on asking who’s messier in the home, men or women, in its latest integrated advertising campaign by Mother.

Launching today (1st April) the campaign kicks off with a TV ad shot in front of a live audience, featuring four stand-up comics, two men and two women, debating who the messier sex is. At the end of the ad viewers are directed to a new , where they can vote online as to who they believe is messier, submitting proof of their decision using photos and videos as part of a custom built app for the campaign. The TV spot was directed by Nick Jones through Another Film Company.