A recent IKEA commercial has inflamed the gnomists of the UK. It has lead to more than 50 complaints lodged with the UK’s Advertising Standards Authority. Apparently the gnome is a quintessential garden love/hate feature of the average UK garden. I have learned today that one should not enrage gnome fans.
Recently, the Royal Horticultural Society lifted a ban (yes…royal gardening has been rather undemocratic) on the garden gnome at the prestigious Chelsea Garden Show, a clear victory for gnome enthusiasts of the British Isles.
IKEA marketing is intended to drive visitors to the IKEA store. Is their new UK ad campaign set to achieve this, albeit led by the angry, gnome-loving masses? According to the Daily Mail sales of gnomes have risen 150%.
Perhaps this is just a calculated, evil plot by the furniture giant intending to bring gnomes to the product range? Though, the IKEA newsroom reports that Brits are embarrassed by their gardens citing, “Once a staple of the English country garden, only a dwindling 1% said they needed ‘more gnomes’ in their garden”.
Maybe someone in the IKEA UK marketing department has a secret fondness for the sprightly figure. Soon, it shall all be revealed (*inserts evil laugh*).