"Eureka Spiritsis"

12 January 2024

30s

The drawers of pretension.

IKEA poke fun at stuck-up rivals with this marvellous 30" commercial directed by Gustav Sundström (for maximum Swedishness). There's no mention of the brand at first—instead, viewers are introduced to Eureka Spiritsis, a company who "mix and match kitchen doors to suit the doors of your personality". BoConcept, eat your heart out.

The spokesman threatens to posh viewers into submission with his orange turtleneck and green velvet suit (brace yourself for the way he pronounces "years"). After a brief trip to space for the sheer hell of it, it's time for the big reveal: 'Eureka Spiritsis' is an anagram for 'Surprise, it's IKEA'. Cryptic crossword buffs will have got there ahead of time.

It also means the protagonist can ditch his la-di-da threads and wear the blue and yellow of home instead. It's tongue-in-cheek, but also serious about what the brand have to offer in the kitchen.

UK

Furniture Retailers