Commercial Zone

How Excited Do We Get About An IKEA Ad Featuring Gay People?


This week, IKEA has begun rolling out a new advertising campaign that touts “all homes are created equal,” as demonstrated by a page in their 2017 catalog prominently featuring an interracial gay couple getting cozy on a couch.

Related: It’s Gays Versus Lesbians In This IKEA Furniture Building Competition

Speaking to AdWeekLeslie Stone, director of strategic services for Ogilvy & Mather, whimsically asked, “Where did the American Dream go? The idea of asking where did the American dream go was not to show that it went away, but that people are living it every day in diverse ways.”

Related: IKEA Admits To Cooperating With Russian Gay Purge

There are so many different ways that Americans live—multigenerational, gay parents, etc.—that define the real portrait of the America that’s really out there. If we’d put across 20 different living situations, they’d all be equally powerful.”

Watch one of the new commercials here: