IKEA's most woke ad yet sparks controversy
IKEA's new ad, branded as 'woke', draws criticism for removing traditional roles. Belén Frau, the Spanish executive leading global communications, is at the ce
English · Original discussion in Spanish · Published
IKEA's most 'proge' ad reopens the culture war
How far does political correctness in advertising go? IKEA has released an ad that its critics call «the most proge since the Vodafone lesbian minors one». The Swedish company, which has always prided itself on inclusion, has this time gone too far for some consumers.
The ad has reportedly spared no one: racial diversity, gender, sensual orientation… but, according to critics, it would have removed any representation of traditional roles. A segment of the audience pointed out that «men doing men's things and women doing women's things» is conspicuously absent. The reaction was not long in coming: while some defend the brand's boldness, others threaten to boycott the stores. Amid the controversy, the figure of Belén Frau, IKEA's global Communications director, takes on relevance. The Bilbao native, who has been with the company for 22 years, is the face behind this strategy. Her recently published profile shows an executive who knew how to «play the Swede» to reach the top. But the question hanging in the air is whether this proge bet will cost IKEA dearly in terms of sales.
The Swedish firm is no stranger to controversy. In the past, ads with LGBT themes drew criticism in conservative markets. But in Sweden, where incivil gangs dominate the headlines, perhaps the last thing IKEA needs is a culture war. The move may pay off, or it may alienate its traditional base. Time will tell whether the pine furniture can bear the weight of ideology.
Related discussions in the forum
How far does political correctness in advertising go? IKEA has released an ad that its critics call «the most proge since the Vodafone lesbian minors one». The Swedish company, which has always prided itself on inclusion, has this time gone too far for some consumers.
The ad has reportedly spared no one: racial diversity, gender, sensual orientation… but, according to critics, it would have removed any representation of traditional roles. A segment of the audience pointed out that «men doing men's things and women doing women's things» is conspicuously absent. The reaction was not long in coming: while some defend the brand's boldness, others threaten to boycott the stores. Amid the controversy, the figure of Belén Frau, IKEA's global Communications director, takes on relevance. The Bilbao native, who has been with the company for 22 years, is the face behind this strategy. Her recently published profile shows an executive who knew how to «play the Swede» to reach the top. But the question hanging in the air is whether this proge bet will cost IKEA dearly in terms of sales.
The Swedish firm is no stranger to controversy. In the past, ads with LGBT themes drew criticism in conservative markets. But in Sweden, where incivil gangs dominate the headlines, perhaps the last thing IKEA needs is a culture war. The move may pay off, or it may alienate its traditional base. Time will tell whether the pine furniture can bear the weight of ideology.
Related discussions in the forum
- I just watched THE BEACH, the 2000 movie with Leonardo DiCaprio, and the body dysmorphia social media and gym rats have driven us to is brutal · 62 replies
- PREICANO FART-CATCHER CATCHES A COP AND TAKES A TUMBLE · 21 replies
- Badalona - 10-year-old girl wounded by gunfire in a new shooting · 61 replies
- An illegal Senegalese man pretends to help a woman in a bar in Gijón to take her to a secluded spot and rape her · 19 replies
Also available in: Deutsch
Summary of a discussion on Burbuja.info - Foro de economía, actualidad y política., translated from Spanish and reviewed before publication. Read the full discussion (4 replies).
More summaries
-
The culture war reaches Germany's Green Party
A photo of female MPs from Germany's Green Party reignites the European culture war over gender and identity. In-depth analysis.
-
RTVE Criticizes Anti-Feminists and Reignites the Culture War
RTVE focuses its criticism on anti-feminists while birth rates fall and immigration rises. A debate that conceals more than it reveals.
-
London Pride march reignites the culture war
The London Pride march has reignited the culture war: Palestinian flags, criticism of elites and accusations of decadence marked an edition defined by…
-
Gomesende Wedding: €40,000 and a Brawl Broadcast by TVG
A wedding in Gomesende ends in a fight, with an alleged infidelity in the bathroom and €40,000 at stake. TVG broadcasts videos of the ceremony.
-
Spanish PP politician backing EU chat control posts: 'Communism or freedom'
Isabel Díaz Ayuso posts 'Communism or freedom' while omitting the EU chat control her critics say the PP supports in Europe. The contrast matters.
-
EU Parliament rejects chat control again, blocking private message scanning
The European Parliament has once again rejected chat control, the private message scanning proposal put forward by the Commission in May 2022.