# Self-Deprecating Furniture Ads The IKEA Assembly Fail Billboards Riff on Its Own Reputation By Rebecca Byers | Published 2015-02-10 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ikea-assembly-fail References: [creativecriminals](http://creativecriminals.com/ikea/assembly-fail) & [thjnk.de](http://www.thjnk.de/en/) The [IKEA](https://www.trendhunter.com/trends/couch-counseling) Assembly Fail billboards are a lighthearted riff on the company's reputation when it comes to the struggles of assembling a piece of its furniture at home. By Hamburg-based agency Thjnk, the ads feature a mismatched presentation of a poster advertising its [assembly services](https://www.trendhunter.com/trends/ikea-hides-price), which are available at most locations internationally, many might not know. Although not entirely a difficult task, when putting together a piece of IKEA furniture out of a [flatplack](https://www.trendhunter.com/trends/allen-key-lamp) it is inherently easy to mix up one part and get a bit confused. The IKEA Assembly Fail billboards, though intended to be a regional ad, are sure to take off given the ubiquitous nature of complaints regarding putting together IKEA bookshelves. ## Trend Insights (Trend Hunter) - Score: 3.4/10 - Popularity: 46% | Activity: 49% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Billboards](https://www.trendhunter.com/billboards) ## Key Themes ### What Makes This Trend Stand Out - **Self-deprecating Advertising:** Self-deprecating advertising has become an effective way to connect with customers, who appreciate humor in company messaging. - **Improving Assembly Experience:** Furniture companies can leverage technology and design to make furniture assembly a more seamless and enjoyable experience for customers. - **Innovative Assembly Services:** Companies can create innovative assembly services that offer more convenience, efficiency and a seamless customer experience. ### Sectors Adopting This - **Furniture:** Furniture companies can use self-deprecating ads to showcase their brand identity and showcase a humor side while providing assembly service options and solutions for customers. - **Advertising:** As self-deprecating advertising grows more popular, agencies can help brands craft messages that align with their values and resonate with customers. - **Technology:** Companies can leverage technology to create smart furniture and automated assembly tools to make the assembly experience much easier and enjoyable for customers. ## Related on Trend Hunter - [Therapy-Encouraging Furniture Campaigns](https://www.trendhunter.com/trends/couch-counseling.md) - [Playful Pet Accident Campaigns](https://www.trendhunter.com/trends/dont-worry-you-can-afford-it.md) - [Humorous Brand Campaigns](https://www.trendhunter.com/trends/ikea-rewards-program.md) - [Household Problem Solver Campaigns](https://www.trendhunter.com/trends/retail-therapy-site.md) - [Brighton Retail Launch Ads](https://www.trendhunter.com/trends/ikea-brighton.md) - [Humorous Pet Furniture Campaigns](https://www.trendhunter.com/trends/utsdd.md) - [Invisible Furniture Capsules](https://www.trendhunter.com/trends/invsbal.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Premium Kitchen Pranks](https://www.trendhunter.com/trends/eureka-spiritis.md)