The Life Changing Ikea Catalog Can Solve All of the World’s Problems in Funny New Ad

Afunny new campaign for the Ikea catalog in the Middle East goes beyond pitching its usual assistance in offering ways to better organize your home to offering tips on how to better manage your life in general. Relationship problems, they’ve got you covered. Insecurities about yourself? There’s something inside for that, too. Stalled geopolitical negotiations? Check page 243.

The funny spot, dubbed “The Book That Will Change Your Life,” created by Memac Ogilvy in Dubai, stars once ordinary Ali transformed into a guru, serving as an inspiration for people on the rocky road of life, managing all sorts of woes.


The campaign is aimed at the UAE, Egypt, and Qatar, but offers a funny, relatable yarn for all.


Brand: Ikea Middle East
Gm Marketing, Communication & Id Design: Carla Klumpenaar
Regional Marketing Communications Manager: Amer Yaghi
Regional Digital Marketing Specialist: Noha Gheith

Creative Agency
Creative Agency: Memac Ogilvy, Dubai
Chief Creative Officer: Juggi Ramakrishnan
Copywriter: Alok Mohan
Client Team Leader: Tarek Shawki
Account Manager: Alaa Nour
Senior Account Executive: Selin Alnazer
Head of Production: Luke Morris
Producer: Hiyam Itani

Production Company
Production Company: Hanzo Films, Fze
Director: Samir Mallal
Dop: Andrij Parekh
Executive Producer: Hijaz Moosa
Line Producer: Moskitos Films, Istanbul
Producer: Kaan Acemi


Production Designer: Theo Boswell

Edit Company: The Assembly Rooms, London
Editor: Nik Hindson

Postproduction / Vfx
Postproduction Company: Company 3, New York
Colorist: Joseph Bicknell
VFX Supervisor: Eppie Bowler, Amanda Pilnik

Licensing: The One Who Knocks By Francesco D’andrea

Sound Company: Machine Sound, London
Sound Engineer: Patch Rowland
Audio Director: Matej Oreskovic

APAC Ad Junkie

APAC Ad Junkie

So many ads, so little time.

Read More

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours