ROCHE MACAULAY PUTS RAPPER IN BARN FOR IKEA GERMANY
By Adnews Staff
A new television ad for Ikea Germany depicts rap artist LL Cool J singing a country song at a barn dance. The spot is the first in a new campaign for the furniture retailer aimed at the 18-25 year-olds of Germany. The tagline for the campaign, created by Roche Macaulay & Partners Advertising Inc. of Toronto, is "Never be afraid to do something different." The ad, which is shot in the manner of a music video, shows the rapper in country and western clothing, backed up by line dancers. "This non-traditional approach is a great way to confirm what Ikea Germany's core customers love about the brand, that being its irreverence," said agency president Bob Shanks. "It has an edge." The ad began an eight-week run on MTV Europe and VIVA on Nov. 5. It will also appear in German cinemas for eight weeks beginning Nov. 22. A second ad will be released early next year featuring Billy Idol performing an original hip hop composition.