Everyone who has ever tried to assemble something from IKEA knows it can be a pain, to say the least.  But now, even IKEA is not denying it can be frustrating and have used that idea to advertise their assembly service.  The art work on the billboards is mixed up, but the message is clear…they will take the pain out of your purchase and put their furniture together for you.

Their German agency, thjnk, came up with the campaign…it’s not their first memorable one for IKEA.  Back in 2014, they turned 9 meters of ad space into 27 by superimposing three messages in three different colors on one billboard, where normally, only one message would fit.  Lights that differentiated the colors and three messages changed, revealing a different message depending on the light.

We don’t know if this campaign will hit Atlanta billboards, but if it does, you’ll know it’s all part of the plan.