Careful, we’re going historical here. Back in 1994, when advocating openly about LGBT rights as a company was still frowned upon, IKEA took a decisive stance for its brand and aired one of the first ever LGBT TV commercials in the history of advertising. The commercial was created by Deutsch and named Dining Room, and it showed a same-sex couple talking about living with IKEA furniture.
Later, the crew admitted being extremely anxious and worried about the ad, fearing it would spark enormous backlash in the brand’s target consumers. Sure, there was some backlash, mainly from the bigot side of the spectrum; but the company is still reaping the fruits of all the good heart and faith it put in that commercial, and it is today more committed to supporting LGBT communities than ever.
Steve: “Oh, you know, we went to Ikea because we thought it was time for a serious dining room table.
Partner: “We have slightly different tastes. I mean, Steve’s more into country. It frightens me but at the same time I have compassion.”
Steve: “We’ve been together for about three years.”
Partner: “I met Steve at my sister’s wedding. I was really impressed at how well designed the Ikea furniture was.”
Steve: “He’s really into craftsmanship.”
Partner: “The chairs are really sturdy.”
Steve: “This table included a leaf.”
Partner: “The leaf means staying together. Commitment.”
Steve: “We’ve got another leaf waiting when we really start getting along.”
[Ikea. It’s a big country. Someone’s got to furnish it.]