Ikea France goes to summer camp in new commercial

A new campaign for Ikea France centering around a stat that “79 percent of important decisions are made at the table” goes to summer camp in one of the ads.

The ad shows a kid going to a camp called Castors Malins (translated as Clever Beaver) that’s less than great – a cook is serving green sludge out of a pot, a camper is getting sick in an outhouse, etc. – and then flashes back to the dinner table where parents are discussing sending their son Bastien, who isn’t at the table, to summer camp.

Matt Ralph

Matt Ralph

I'm the editor of Summer Camp Culture and also blog at Tangzine.com and MatthewRalph.com. I live in the Philadelphia area and went to camps and camp meetings growing up in Ohio, Maryland and New Jersey.

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