I thought twice about publishing this post.
About a week ago, I received a pitch email letting me know about IKEA’s new advert for IKEA’s new IKEA METOD Kitchen range. I clicked on the link to watch the video and had two reactions:
1. This is clever.
2. Some of this imagery is slightly disturbing and makes me very uncomfortable.
The video literally cooks up a kitchen, using miniaturized IKEA products as “raw ingredients” to highlight the fact that the new METOD range of kitchens can be put together according to very personal tastes.
Like much of IKEA’s products, METOD is a modular system. Each piece allows for easy installation in your kitchen, efficient measurement and accessible combinations of doors, interior fittings, hinges, colors, drawers and frames, etc.
I liked the idea of a modular kitchen and asked for more information. I thought they’d send me more information about the METOD kitchen. Instead, I received pictures from the video and a document with a story about the video.
Since Carma’s Cookery is about creativity, and this video is creative, I’m going to share it. It’s clean … you don’t need to worry about the kids seeing it … but I’d love to read your thoughts about the imagery. The scene with the screws gave me the willies.