In this series that mocks designers, "Van den Puup, Elite Designer" sits in bed with his pooch, flipping through a catalog. He begins to read an article called, "This Season's Dogà And Their Haircuts," but is distracted by an Ikea ad on the opposite page.
A red cabinet is pictured, priced at ú49. He screams out in horror and rushes off to the sink to wash his hands.
Although the ad never deals directly in sexuality, at first it may seem to be a classic gay designer stereotype. What takes this ad, and campaign, to the next step is that the humor is not derived primarily on the man as a sissy, but more on his pretension, and occasional outbursts. In some cases, he appears slightly macho.