Surprise, It’s IKEA!

From perfumes to spirits, clothes to cars, luxury brands have a very particular style that they use to cater to their wealthier customers. IKEA marketers saw fit to poke a little fun at this type of advertising with their new luxury brand, “Eureka Spirtsis”. What is Eureka Spiritsis, you say? Perhaps it is a new luxury lineup of cabinets, a fancy table line? Nah, it’s just a silly anagram for “Surprise, It’s IKEA”.

The spot has fun with the luxury concept, taking us from a mood-light kitchen to outer space before revealing it’s all in the classic all-white warehouse space. The fact that the ad largely takes itself seriously until the reveal within the last 10-seconds really sells the joke as the title transforms into IKEA. A core value of this type of marketing is amusing the general audience while also piquing their interest with the introduction of this mysterious brand. And we can all appreciate some good old-fashioned teasing from time-to-time.