Hasta La Creative!

In what we believe to be the latest campaign from BBH Asia Pacific in Singapore, IKEA follows up its much-clicked “bookbook” spot with an even more awkward ad about the many ways in which everyone’s favorite Swedish furniture retailer can make everything a little simpler…and cheaper. And more eminently breakable.

This one takes the awkward Scandanavian design theme a bit further, with the same stock photo-friendly actor playing the role of “shelf help guru.” The could-be serial killer uses his visual and sentimental genius to assist a couple whose problems go a bit deeper than their home decor with a little help from a ridiculously overwrought score:

Will this frustrated wife ever escape the doldrums of a passionless marriage? Will her well-groomed son ever learn not to leave his toys on the bathroom floor? Will her hapless husband ever figure out how to use his “junk?”

We almost certainly won’t find out in the campaign’s next chapter.

Credits when they come in.