The campaign has been created by Karmarama and RBLM and uses the snobby, flamboyant character Van den Puup, who is horrified at Ikea making designer furnishings available at low prices.
In the new execution, which will run on television and radio, backed by a print campaign, Van den Puup protests by trying to chain himself to the gates of the new store, which is located in Edmonton in North London.
Unfortunately for the designer, who survives his four-day protest by living off tins of foie gras, he has chained himself to the wrong gate, and customers are easily able to get in to the store.
The campaign breaks on February 4, ahead of the store's opening on February 10. It was created by Karmarama founders Naresh Ramchandani and David Buonaguidi, and Michael Robert, one of RBLM's founders. The television ad was directed by Graham Linehan through Sneezing Tree. Media is by MediaCom and the campaign is being promoted by Cook and Brand PR.
Vicki Anstey, Ikea advertising manager, said: "Van den Puup's protest does exactly that and shows how far he is prepared to go in order to stop Ikea in its tracks and put an end to affordably good design. Luckily for Londoners, Ikea triumphs in the end, but it won't be the last we see of Van den Puup."
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