Ikea Faces Furious Backlash Over Gnome Ad Featuring ‘Slaughter’ Of Garden Ornaments

May 29, 2013 by  

Ikea Faces Furious Backlash Over Gnome Ad Featuring ‘Slaughter’ Of Garden Ornaments, The Advertising Standards Authority received 50 complaints from concerned viewers saying the advert is ‘unsuitable for children, offensive, frightening, violent and encourages anti-social behaviour.’
It was meant to be a light-hearted attempt to sell garden furniture.
But advertisers working for the Swedish furniture giant Ikea clearly underestimated the sensitivities of British gnome lovers.
When their TV campaign showed a line up of the garden ornaments being systematically destroyed they received dozens of angry complaints.

The advert shows a family replacing their old garden decorations with new products from Ikea.
Angered at plans to eradicate them from the garden, the gnomes launch a revenge attack.
But they are thwarted by the couple – who find increasingly violent ways to kill them off.
Some are shattered into thousands of pieces by a well-aimed jet from a power hose while others are gathered in a hammock and smashed against a garden fence.
One scene sees a heartbroken gnome standing over a fallen friend with a tear running down his cheek.
The ad finishes with the tagline: ‘Make more of your garden. Say no to gnomes.’

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