Ikea just ‘loves’ that viral video of a girlfriend enduring her boyfriend’s puns

As exquisitely proven on 30 Rock, Ikea has the potential of tearing apart any relationship.
The big box store, home to unpronounceable furniture and 99-cent hot dogs, almost tore up another one. This time, a boyfriend follows his girlfriend around in an Australian Ikea and terrorizes her with puns mocking the Swedish product descriptions.
For example, he asks “Dana, have we Algot what we need?” or “Dana, my hair’s a bit fluffy. Can you remind me to Bygel later?” That goes on for two minutes, much to poor Dana’s dismay — and to our eyes, since it’s shot vertically.
Since the video was uploaded two weeks ago, it has racked up 3 million views and 200 comments, mostly praising the girlfriend for keeping her cool.
Ikea is also enjoying the wave of press, perhaps not surprisingly.
“Ikea loves it when people enjoy themselves in our stores during their shopping experience, we know people have fun with our unique names and we try not to take ourselves too seriously,” Janice Simonsen, an Ikea spokesperson, told Digiday.
You know who is not having any fun, though? Dana! Poor Dana.
More in Marketing

Ad Tech Briefing: Start-ups are now table stakes for the future of ad tech
Scaled ad tech companies need to maintain relationships with startups, when the sector is experiencing ongoing disruption due to AI.

Inside Kristi Argyilan’s RMN playbook: Lessons from the ‘godmother’ of retail media
Uber’s global head of advertising Kristi Argyilan says the future of retail media hinges on real-time relevance, brand differentiation, and breaking free from a one-size-fits-all playbook.

Digiday+ Research: More than half of marketers invest in TV and streaming, with an eye on impressions and branding
The majority of marketers are directing ad spend toward TV, with a focus on ads that drive impressions and branding.