Ikea Sets 100 Cats Free in Store for Ad

September 9, 2010  by in UnCategorized   

By Home Furnishings Business in Advertising on September 10, 2010 The Swedish retailer Ikea is set to launch a television commercial featuring 100 cats that were filmed roaming through its flagship Wembley store. The commercial will push the retailers 2011 catalog release.

The commercial, set to air in Europe Saturday, features cats getting comfortable in, under and over sofas, beds, desks and lampshades in 30- and 90-second shots.

The ad is part of the company's integrated campaign that includes a competition. Viewers will be invited to guess which pieces of furniture the cats settled on to win that piece of furniture. The competition is linked to Facebook so users can share it with friends.

The making of the Ikea cat commercial is documented in this clever video that features the cats' owners and the production crew.

Enjoy!