Dr Mumbo

The April Fool’s joke that wasn’t: IKEA manuals, sexism and clichés?

Dr Mumbo has become rather immune of late to the strange, and at times absurd, public relations efforts brands go to for April Fool’s Day. For the most part, such attempts at forced hilarity are usually clichéd, lazy, unfunny, boring, bland or offensive.

Dr M thinks it would be quite a triumph for a marketing team to hit all those markers with one effort though. Right?

And he won’t hear a bit of it that IKEA has done just that with this 10-second clip demonstrating the ‘New IKEA Assembly MANual’.

Accompanying the extremely well-crafted video is the endlessly witty copy: “If you’re part of the 92% of the male population who refuses to read manuals, you’re welcome.”

Dr Mumbo just has to hand it to the creative team at BBH for some spectacular pun work (‘Man’ in ‘Manual’, sheer genius guys).

But he does have one question. Is it really only men (and apparently stupid ones at that) who attempt to put together flat-packed furniture – in 2018? Man alive.



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