IKEA features space

The shops that originated in Sweden and acquired an international reputation with their furniture that comes in kit form, have launched an advertising campaign which is based on the “njut” (“to make the most of” in Swedish) concept and which highlights their product line in a highly original manner. In the television advert that can be seen below, the space theme features a couple who play at blasting off into orbit.



In the soundtrack we can hear the phrase “Roger roll Challenger”: this is how ground control indicated to the crew of a space shuttle that was lifting off (in this instance, Challenger) that it had indeed received the Commander’s comment meaning the “roll program”, that is to say when the spacecraft was rolling (rotation about the longitudinal axis, that of the space shuttle’s ascent at this moment) so as to be facing the right direction. We can also hear the first half of Neil Armstrong’s historic saying: “One small step for man”.
Even the person delivering the pizza joins in the couple’s space game. And this brings to mind (though it is no doubt unintentional!) the Domino Pizza campaign evoked in this previous article. This Enjoy Space feature will help you find out more about astronautics used for advertising purposes.

Published on 3 November 2011