IKEA ‘Beer Gut’ ‘Bog’ ‘Building Site’

At Abbott Mead Vickers, Greg Martin and I had won some fame the previous year with our ‘Maradona’ IKEA Summer Sale ad which ran during the World Cup.

Given the brief again, we were determined to go higher.

Because IKEA was already great value, our job was purely to make sure people knew the dates of the sale.

We were about to leave the office late one evening but, feeling we had a good idea and not a great one, we decided to stay.

I’m glad we did.

We reasoned that we didn’t want Brits going abroad on holiday - that instead we wanted them to stay and go to the IKEA Sale.

By the time we left late that night we’d had great fun writing this award-winning campaign which was shot by Malcolm Venville.