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A Woman or Nearly

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Brand: 
IKEA
Business Category: 
Retail
Agency: 
Leagas-Delaney

This ad, winner of a Publicists' Prize at the Festival du Film Publicitaire de M?ribel 2002 (France), features a woman putting on her makeup and gyrating to music as she gets ready for a night on the town.

She's finishes, walks out of her bathroom into the living room and, in the dark, hits a table right between the legs with a hyper-masculine yelp (dubbed) -- grabbing "her" crotch, now revealed as a man's (including the way it's held in pain).

The title of the ad says it all, which is that this commercial treads on much-paved ground with the not-so-innovative gender-switch "surprise." IKEA carried a far more creative effort in Spain in 1999, featuring a male-to-female transsexual after a hospital stay for the operation.

Video or Print Ad: 
Video Ad
Country: 
http://s3.amazonaws.com/commercialcloset/VideoLibrary/534ikeawoman.flv
Video Thumbnail: