You don’t see someone puking into a bucket in an advert very often. You do in Ikea Norway’s new campaign. Try Oslo has given Ikea’s picture-perfect catalogue world a brutal dose of reality. Each of the three commercials, directed by Pravda director, Morgen Borgestad, begins with an idyllic home life scene underscored by a sweet-sounding song. Perfection doesn’t last long, however. Reality makes an abrupt entrance in the form of a dog peeing on a bed frame, a teenager surrounded by the results of a house party and a mum throwing up from  the couch.

Ikea’s head of marketing communication, Annika Mørch Asté, commented, “Ikea products are made to let you handle the everyday, because we believe that both furniture and your home are meant to be used. Sure, it’s a bit rough to see our products on TV covered in vomit and dog pee. But life isn’t always neat and tidy, so we think it’s great that the campaign can reflect just that.

“With this campaign, we wanted to showcase the more honest sides of life at home and how our products are designed to withstand daily life. Good design does more than just look great in a catalogue,” added Celin Kjenslie, country marketing manager at Ikea Norway.