I think that most people would agree that IKEA is a hugely successful company and a large part of this success has come due to their great marketing. Unfortunately, it is impossible to please everyone, so even when most folks find a particular commercial amusing (and effective), there may be a minority that not only dislike your commercial, but are actually offended by it.

A reader of SmartCanucks.ca recently sent in a comment about a certain IKEA television commercial, saying that it is “encouraging theft, cheating and dishonesty.” Most of you have probably see the “Start the Car” ad, which you can find on YouTube.

On some level, I can understand why the reader would think the commercial promotes dishonesty, especially if children happen to get the wrong message. The honest thing to do, if you think that you are being undercharged, is to tell the retailer about the discrepancy. Yes, it’s obvious enough that the ad is saying that the items are on sale, but the woman in the ad doesn’t seem to be aware of the sale. She thinks that they made a mistake.

I don’t see, however, how the ad encourages theft or cheating. The woman is not stealing, because she has clearly paid for everything in her shopping cart, but she is being a little dishonest. Realistically, I think the ad is mildly amusing and does no harm, but others have clearly disagreed.

What do you think? Is the IKEA commercial encouraging dishonesty (among easily impressionable children in particular) or is it just all in good fun (and kids will understand that)?