IKEA mocks Portuguese political scandal with new ad


This article was originally published in English

This is not the first time that the Swedish furniture giant has interfered in Portuguese politics.

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The Swedish company is making waves in Portugal following a new ad campaign that mocks a recent political scandal.

New posters have appeared, advertising an IKEA shelf with the slogan “Good for storing books. Or €75,800“.

Advertising refers to a political scandal which led to the resignation of the Portuguese Prime Minister on November 7and more specifically to the money that his former chief of staff had hidden in a library.

The money was discovered during searches of the Prime Minister’s official residence as part of Operation Influencer in November last year. Prime Minister António Costa was arrested by police and then resigned.

Snap elections are due to take place next month.

Posters from the IKEA advertising campaign can now be seen throughout Portugal.

Some reactions on social media come from people who find the ads funny, while others criticize IKEA for making “political” statements with this campaign.

This is not the first time that the Swedish brand has been involved in political advertising in Portugal.

Previous posters mentioned inflation and “geringonça” – a critical term to describe the coalition government led by António Costa in 2015.

In a statement, IKEA said the company was “part of the daily life of the Portuguese for 20 years”, and (which she loved) developing campaigns that reflect their real life. Their habits, their conversations, their discussions, more or less animated, and the humor with which they approach often the most serious subjects“.

However, the Swedish giant also denied having “any intention“to contribute”to the partisan debate and the current pre-electoral context in the country.

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