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The Warsaw Voice » Business » February 18, 2009
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Be Bold Like Cleopatra, Ad Urges
February 18, 2009   
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Swedish home furnishings retailer Ikea has launched a new ad campaign in Poland based on an attention-grabbing commercial that encourages consumers to live a life of their own design without fearing what others will say.

The commercial, launched Jan. 19, is being aired both on public television and by private stations, including a dozen or so specialty channels. It features the slogan Ty tu urządzisz ("Be your own designer"), a play on words derived from the phrase Ty tu rządzisz ("You're the boss").

Ikea says the campaign follows several years of consumer research showing that people in Poland frequently give in to suggestions from their family and friends, and are cautious not to give them a reason for criticism.

The commercial aims to encourage Polish consumers to create a better living environment for themselves and "arrange their houses in a way so they really feel like home."

The target group of the campaign are women aged 20-49 who usually make decisions regarding interior decoration.

The commercial takes viewers to a remote past-the times of the Roman empire when Cleopatra receives a visit from her "mother-in-law," the mother of Marcus Antonius. The latter, energetic lady has firm views on what royal chambers should look like and so she disapproves of the arrangements made by Cleopatra, who decorated the residence her own way.

The campaign was prepared by the PZL agency, while Mediaedge:cia handled the media planning part of the project. The Ty tu urządzisz commercials were directed by Iwo Zaniewski; Paweł Edelman was responsible for the cinematography; and the sets were designed by Academy Award-winning production designer and set decorator Allan Starski.
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