Foul-mouthed kid promotes Ikea kitchens

Ikea is to launch a radio ad tomorrow in which a child uses expletives to describe his school holidays thanks to a bad experience his parents have had when fitting a kitchen. “Get a kitchen installed without teaching your kids new words,” reads the narrator in the ad.

The ad was created by Three Drunk Monkeys, which won the business in December last year.

Jude Leon, Ikea’s PR manager, said: “Ikea wanted to have some fun and acknowledge that installing a kitchen can often be a truly frustrating experience. We wanted to bring to life the messaging that Ikea can help people plan, deliver and install a kitchen, whilst avoiding teaching their kids colourful, new words”.

The 30-second spot debuts around the better homes and gardens segment on the ARN radio network. Magazine, online and outdoor activity will run in support.


  • Agency: Three Drunk Monkeys
  • Media strategy and planning: Match
  • Media buying: Mediacom

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