Ikea spot made Ingemar a household name

'I'm Ingemar from Ikea.' Remember that line? Andy Macaulay, founding partner at Zig, does, too. The 1986 spot for Ikea, which features deadpan Swedish spokesperson Ingemar who tries to explain Ikea's business philosophy while puttering past on a conveyor belt, remains one of the most memorable ads of its era. The unusual yet simple execution put the Swedish home-furnishings chain on the retail map where it has stayed ever since.

‘I’m Ingemar from Ikea.’ Remember that line? Andy Macaulay, founding partner at Zig, does, too. The 1986 spot for Ikea, which features deadpan Swedish spokesperson Ingemar who tries to explain Ikea’s business philosophy while puttering past on a conveyor belt, remains one of the most memorable ads of its era. The unusual yet simple execution put the Swedish home-furnishings chain on the retail map where it has stayed ever since.

…And the winner is Ikea for:

Best Introduction of a

Simple Scandinavian Concept…

‘Having worked on the Ikea business (in the early ’90s), when we talked to consumers about Ikea advertising, that ad had universal awareness and recall,’ says Macaulay. ‘It really struck home. Not only did it explain Ikea well, everybody loved the quirkiness of it. It was so different for a retailer at that time.’

The spot had such an impact that Ikea recycled it each time it entered a new market across Canada throughout the ’80s.

Do you have an all-time favourite campaign? Send candidates to retro@strategymag.com. Some spots – and their advocates – will be featured in a future issue.

Inside Andy Macaulay

Q: What would you be if you weren’t in advertising?

A: A racecar driver.

Q: Who do you admire most in the world of advertising

A: Art Collins. He ran Foster Advertising, which gave me my first job in 1980.

Q: What campaign are you most proud of?

A: I would have to say the work that we have just done for Sleeman.

Q: What’s your favourite room in the house?

A: The den, in which I have my PlayStation.