IKEA’s 1 out of 10 stats

Created by Lisbon agency Uzina and directed by João Marques, through production company 78, this amusing spot riffs on the statistics that marketers like to fling about. 

It opens with the ‘fact’ that ten percent of European babies were conceived in one of those slinky Scandi sex beds. Given that the brand is the world’s largest furniture retailer – with roughly 775 million customers visiting its stores last year – the numbers may not lie. 

The ad goes on to posit other guestimations: five out of ten experience amazement at the smooth closing of an IKEA kitchen drawer; and six out of ten couples argue while trying to assemble a flatpack item. Six? Ten, surely?

It leads one to wonder if more than one out of ten statistics are as rickety as a Billy bookcase assembled with missing widgets.