shots 20th: 2002 - Ikea’s toy story hits the spot

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The Scandinavian flat pack giants pushed the envelope with their Tidy Up campaign. Laura Swinton tunes in to some good vibrations

If you can judge an ad’s success on the strength of the urban legends it inspired, then the 2002 French IKEA campaign, Tidy Up, and the mystery of the missing vibrators trumps all of the other spots featured in this issue. There were five vibrators on the prop table at the start of the shoot.

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    Ikea: Vibrator

    Ikea: Vibrator

    A small boy sits on a wooden floor playing with an assortment of toys.