MTV's Cribs is perhaps the epitome of the public fascination with the combination of outrageous celebrity wealth and terrible taste, allowing us to admire (and cringe at) musicians, actors and athletes' ludicrously ostentatious interior design choices. But for Ikea, that kind of bragging is so twenty years ago. Faced with higher inflation, today's consumer thinks savvy.
The Scandinavian flat-pack furniture giant has launched its #ShowOffYourSavvy campaign with an amusing pastiche of the MTV series. It's promoting the small joys of saving cash amid the cost of living crisis (Ikea's also behind one of our picks as the best print ads).
