British angry IKEA’s advertising video, whose heroes kill garden gnomes

The Swedish IKEA furniture giant caused a flurry of criticism of criticism, launching an advertising video in the UK, in which the young family destroys the garden dwarves, as the audience considered it a “frightening and unacceptable way,” The Daily Mail newspaper reports.

The video, according to the idea of ​​its creators, was intended to inspire consumers to update furniture in their gardens. The heroes of the commercial - a married couple - put a couple of bright plastic chairs on the lawn near the house, acquired, apparently, in IKEA, which cause the discontent of garden gnomes, accustomed to a more traditional environment. Returning to the garden with a new table, the spouses discover that the efforts of the indignant gnome were one of the chairs turned upside down.

And then the war begins, during which the gnomes try to attack the inhabitants of the house, and they, in turn, destroy them as opponents of innovations, breaking on the fence, drowning in a ditch, pouring with a powerful stream from the hose. Meanwhile, they themselves equip the garden with new furniture with soft pillows and tables for tea drinking. Dwarves gather in an entire army, but suffer defeat. The video ends with the fact that the daughter of "innovators" finds a gnome in a hammock and smiles at him, while parents freeze with persons distorted with anger and surprise. The video ends with the credits: "Arrange your garden. Say" No "gnomes".

Advertising caused the audience such a reaction that the authors did not expect at all. 50 people called the Committee of Advertising standards of Great Britain and complained about an incorrect, in their opinion, video. They were outraged by the scenes, in particular, when porcelain gnomes are divided into fragments, and it shows how a tear rolled along the cheek of one of them.

The committee’s employees sympathized with the outrage of the audience, but said that they would not take any measures. In their opinion, the video still does not encourage violence, does not indulge in asocial behavior and does not upset children. At the same time, the expert on garden gnomes, Dr. Twigs Way, is not surprised that this video raised such a noise. He recalled that many British love to show some old -fashionedness in terms of garden traditions, and advertisers should beware of offending magic characters.

As a result, the IKEA leadership was forced to issue a statement that not a single dwarf was injured as a result of filming the roller, and visual effects were performed through computer installation.