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10 September 2021

Reality bites.

by Andrew MacGregor


IKEA: “Trapped in the 90s” - 40s

IKEA mark twenty-five years in the Spanish market with 'Trapped in the 90s' - an eight-part reality show that strips twenty-somethings of their mod cons. It may not breach the Geneva Convention, but, as this 40" trail shows, a house without recycling bins, cutlery trays, and linen bed covers may push some to breaking point.

The introduction nails the look of turn-of-the-century programmes like Big Brother and Survivor, with choice reaction shots and voyeuristic camera angles in abundance. Suddenly, a clandestine duvet cover and pillow case ("Wow, they're gonna hate me!") beats the lure of modern technology hands down - a wry reminder of the brand's day-to-day relevance.


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