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IKEA UK & Ireland – Eureka Spiritsis

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With a slinky-voiced presenter poncing around a stylish kitchen boasting of its quality workmanship, seamless functionality and a guarantee of “25 yeeaaaarrs”, the ad seems at first to be for a high-end design company. 

But ultimately this fun IKEA campaign, created by Mother and shot by Gustav Sundström through Minds Eye, reveals Eureka Spiritsis to be an anagram of ‘Surprise, it's IKEA’! The message being you don't have to go to swanky store to get a premium kitchen.

The integrated campaign includes Tik Tok content created with etiquette expert, William Hanson, who explains the correct protocol behind using an IKEA kitchen.

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