Mänland, Nursery for Men

Agency Network: 
September 2011


You've probably seen the 'boyfriend chair' in clothing stores for bored shopping companions. Now IKEA has taken the concept one step further by creating a “crèche” for retail-weary men, complete with Xbox consoles, pinball machines, continuous televised sport and free hot dogs. MÄNLAND is being trialled for four days this Father's Day weekend [Sept 2 in Aus.] as a male-only play space to hang out in while wives and girlfriends peruse the aisles. Publicity manager Jude Leon said the idea was modelled on the Swedish furniture giant’s existing child play area, SMALAND. Ms Leon said women were given a buzzer to remind them to collect their other half after 30 minutes of shopping.

Ambient advertisement created by The Monkeys, Australia for IKEA, within the category: House, Garden.

Advertising Agency: The Monkeys, Australia
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tracyzhang's picture

lol, the best part is the buzzer that all the women got so that could be reminded to pick up their men.... nice!

Activity Score 133
DBB's picture

Done, i think by Heineken.
and many more.

Activity Score 1216
robinstam's picture
Activity Score 215
Miami Ad School
Edoz's picture

Non ci posso credere!!!

Activity Score 287
Creative Director at LeMineVaganti
Big McLargehuge's picture

I approve... only because I relate to the horror of being stuck in the NYC IKEA with an overzealous, detail-oriented girlfriend. Any idea to alleviate that agony is something I can agree with.

Big McLargehuge
Activity Score 76
Glut's picture

Done. Besides this idea of man as a cave man that only wants to drink beers and play is as old as this lazy ad

Activity Score 3935
Public Relations at Glut. Ideas Boutique.
kleenex's picture

A buzzer is not fair!!!

Activity Score 58777
Web Designer/Developer
morse's picture

Haha, lot of fun!

Activity Score 18159
Art Director |

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Paolo Buatti's picture

This is the next step after the child-park...ridiculous

Paolo Buatti
Activity Score 896
Graphic Designer at NetBooster Agency Italia |


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