‘Available in Grey, Yellow, and Why Did I Marry You?’ – IKEA Releases Funny Series of Posters

According to the campaign, the copy is driven by real quotes from couples.





IKEA and their creative partner IMPACT BBDO, along with PR firm Impact Porter Novelli, released a fun new series of posters highlighting how furniture shopping can be one of the biggest sources of tension in a relationship.

Driven by real quotes from couples, the posters, which are part of the introduction of “Couples Counsellers”, not only elicit a good laugh but are a cause for pause when you ask yourself “Have I said that before.”

According to a post from IMPACT BBDO, “Studies show that one of the biggest causes of tension in a relationship is furniture shopping. So IKEA brought on actual relationship therapists and counsellors that customers could book an appointment with to help them get through the experience.


In-store posters and price tags directed customers to a booking appointment page, where they could connect with a therapist to discuss any issue in their relationship, be it “I just can’t depend on my partner” or “Does the study need a brown or grey sofa?”


The Staff

The Staff

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