IKEA ad targets moving Quebecers with humour

With Quebec’s Moving Day approaching on July 1, IKEA Canada has a new marketing campaign that plays on French expletives and fictitious versions of the retailer’s distinctive Swedish product names. The day when most leases in the province end is famously fraught with headaches for tenants and movers alike. The new ads, developed with agency Rethink, pay homage to those challenges with taglines such as Les enfants ont cassé toute la KALAS de vaisselle (“the kids have broken all the ******* dishes”).