30 March 2011
An IKEA television advert from the UK that brought the music of Jona Lewie to a new generation of music fans will be shown in Australia for the first time on Sunday (April 3).
It will run air exclusively in Perth and Adelaide from April to August including spots in the new series of MasterChef, which starts on May 8.
The 1980’s Jona Lewie hit ‘You’ll Always Find me in the Kitchen at Parties’ is used as the soundtrack and as the central theme of the advert, which has been edited and adapted for the Australian market by Meerkats, IKEA's WA agency.
The TV advert is part of an integrated kitchens campaign, which also includes press and magazine advertising, point of sale, PR, signage and a new finance offer.
Jona Lewie is probably best known in Australia for his hits Stop the Cavalry and Louise, which both reached number 2 in the Australian charts and brought him to Australia to perform live on Countdown.
IKEA Adelaide Marketing Manager Nigel Richardson said “We’re really delighted to be able to bring this great advert to Australia and the work of Jona Lewie to a new generation.
“The song You’ll Always Find me in the Kitchen at Parties, which is performed by UK group Man Like Me and remixed by legendary producer Arthur Baker will be available from the Australian iTunes website.
“We’re lucky at IKEA to be able to use a mixture of international and locally produced adverts. When we saw this advert we couldn’t go past it for our planned kitchens campaign and our agency Meerkats supported this decision.
"When you've got a global client like IKEA, who happens to use many of the world's best agencies, it's hard to go past some of the great international spots out there like this one." said Kurt Beaudoin, copywriter at Meerkats.
“We know that people in Australia increasingly use the kitchen as a social hub as well as a place to cook so the advert is as relevant here as in the UK. It’s also widely accepted that the best place to be at a party is in the kitchen.
The advert was produced by leading UK advertising agency Mother and features people partying in four different IKEA kitchens to demonstrate the functional aspects of their design and durability. It also features a cameo appearance by Jona Lewie.
“We’re using the advert to promote our kitchen solutions and services and launch our interest free credit offer on all IKEA kitchens and appliances, said Mr Richardson.
Media contact: Simon Hatcher, Hughes Public Relations - (08) 8412 4100 or simon@hughespr.com.au
