Swiss National Insurance



Here's a smart ad for the Swiss National Insurance Company. What better way to paint a picture of the unexpected than to char a picture perfect Ikea ad? Ikea represents that everything-in-its-right-place company, and this is what happens when things go wrong. You're always taking a risk when you reference advertising other than your own. So, Ikea should take this as a complimented. Ikea's work is so iconic and embedded into the culture that it makes this do a lot of work. We get it right away. It's jarring and it pulls you in. Wish I knew the agency.

via seaspace

8 comments:

Anonymous said...

looks like an inexpensive and poorly-made ikea light exploded and started a fire.

i'm not opposed to taking risks, but by associating the closely protected ikea brand with damage and loss, it just feels like an irresponsible risk to take.

if i'm ikea, i don't want any association between my products and malfunctions/fires. might get Swiss Nat'l into a lawsuit and get the agency fired.

stu thompson said...

http://adsoftheworld.com/media/print/swiss_national_insurance_company_bra

don't know if it's right, this being the world of information seen first can always be claimed as right and then tossed aside if not cuz how were we to know— there's no Internet AP wire, right?

Dug Falby said...

So in startrekian terms, this is what happens when matter and antimatter collide:-)

This is an old trick, an advertising message that at first appears to be one thing but is revealed as another. Thinking of examples from UK television (I'm London-based), it's like a child abuse message that talks of a parent's love for their children, a drink-drive message that focuses on how much fun you're having or even (not a UK example) the Sharapova Nike ad that is all over the net--it starts off by settling you into one mood or message and snaps you out of it at the very last second.

I think what's really cool about this is that they've done it with a single image.

It has all sort of strange, subconscious messages, for instance, I've seen this add a hundred times before but always with a burnt doll (or similar). Is this ad targeted at DINKS or is this a commentary on our value system? I'm reminded of Fight Club where the burning (well, more detonating I guess) IKEA table plays such a central part in symbolising the destruction of Ed Norton's corrupt lifestyle.

If I were IKEA I would be less worried about the immediate negative suggestions (IKEA furniture isn't safe etc.) and more worried about the deeper meaning (I shop at IKEA and my life is a soulless, empty husk).

Right, off to buy some more BILLY shelving...

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