Ikea is opening its second store in Malaysia, and the retailer's products physically can't contain their excitement.
That's judging by this fun new music video that the brand just released, from BBH Asia Pacific, in which various products are seen celebrating by dancing furiously. The new store is located in the Kuala Lumpur suburb of Cheras, which is pronounced chur-ASS. And so, the video has the mildly risqué refrain, "Get Cheras to Cheras," which sounds a lot like "Get your ass to Cheras."
The rest of the video has plenty of puns, too, with the products' names put to good use in song lyrics like: "You people wanna DANSA / You're NORDLI only ones / Join the DUDERÖ's and GURLIS, MALMS and their PAPPIS."
"A catchy tune, a funny pun, a twerking panda. I think we used all the tricks in the book to make sure people know about the new Ikea Cheras," BBH Asia Pacific creative directors Tinus Strydom and Maurice Wee said in a statement.
The music video fits perfectly with the occasion—to get Malaysians from all walks of life excited about the biggest housewarming party in Malaysia!" added Tracy Pang, marketing manager at Ikea Malaysia.
It's another winner for BBH Asia Pacific, whose Ikea work also included the famous BookBook spot.
Client: Ikea Malaysia
Agency: BBH Asia Pacific
Creative Directors: Tinus Strydom, Maurice Wee
Executive Creative Director: Scott Mcclelland
Art Director: Marcus Yuen
Copywriter: KC Hong / Ross Fowler
Business Director: Bibiana Lee
Project Director: Lesley Chelvan
Account Managers: Jade Cheng, Cheryl Cheong
Social Strategist: Josie Khng
Producer: Wendi Chong
Production Company: Stink Shanghai
Executive Producers: Desmond Loh / Louis Kwan
Producer: Charles Renard
Music: Fuse Adventures in Audio