IKEA’s Cheeky Valentine’s Day Ads Make Life At Home A Naughty Affair
There’s truly something for everybody at IKEA, even for couples who wish to spice up their home lives (try a spice rack, a spice mill, or even a pack of ginger thins).
It turns out that things can get hotter and heavier than mild spice. Each year, international outfits of the furniture giant release Valentine’s Day campaigns that amusingly hint at the things that go on behind closed doors this holiday.
For its 2023 Valentine’s Day post, IKEA Singapore chose to promote a rather ordinary item in an exciting way. The ÖVERMÄTT food cover—a small, flexible silicone piece that stretches to cover food items of a variety of sizes—is pictured being wrapped around an eggplant, which is a known euphemism for… you know.
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“We’ve got it covered,” writes IKEA Singapore. “Happy Valentine’s Day.” Each pack comes with three rubbery covers. And unlike certain wrappers, these are reusable after a wash.
Releasing cheeky prints has been a Valentine’s Day tradition for some of IKEA’s global branches, with the Singapore unit seemingly coming up with the bulk of them.
Take, for example, this visual of two birch chairs curiously stacked face to face and riding it out through Valentine’s Day in 2014.
