The relationship between Ikea and Mother is still entertaining audiences more than a month after VCCP officially took over the account. Storage is Sexy is a YouTube dating show (launched in the same week as Mother’s game show for KFC), which invites contestants to pick a potential partner purely by examining the contents of their Ikea PAX wardrobes.
Storage is Sexy is hosted by Charley Marlowe, the narrator and voiceover artist for LGBTQ+ dating series I Kissed a Girl (presented by Dannii Minogue), It’s a very watchable, well-scripted show that has a water-tight premise and an admirably straightforward link to the product itself. You can imagine a PAX in the home of every person featured.
Agencies have been talking for what seems like decades about entertaining audiences and creating content they will seek out, and Storage is Sexy indicates that they might finally have be learning how to do it.
It’s unlikely that this kind of work can ever have the same kind of impact as, for example, Mother’s Nationwide campaign which has plenty of media clout behind it (and won Best New Learning at the IPA Effectiveness Awards), but an online game show can certainly build a new audience and strengthen connection with a brand when it’s done right. (First episode below.)
MAA creative scale: 8
