IKEA is known for its cheeky commercials, and the recently released Allen key ad for IKEA Spain shows that the brand is well aware of its perception in the eyes of consumers. The dramatically shot ad is a tongue-in-cheek take on IKEA furniture's price as compared to its actual appearance, teasing the idea that IKEA could never make an appearance in the houses of the wealthy.
The ad begins with a matron of a massive mansion finding an Allen key on the ground and proceeding to hunt for the owner of the peasant's tool. The implication, of course, is that nothing built with an Allen key could ever be welcome in the estate. None of the workers around the grounds fess up, and finally the husband comes home to cheerily admit that he built a piece of furniture in their living room — a piece that his wife can't recognize anyway.