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CEO of $20 billion AI firm Perplexity says the secret to success is ‘sleeping with that fear’ that your competitor will steal your idea

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Social Security's 2032 deadline puts a 22% cut on the table — but Washington has way less room to negotiate than 1983

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Current price of oil as of June 15, 2026
RetailIKEA

Ikea’s New Ad Tries to Fix Relationships It Might Have Broken Up

Lucinda Shen
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Lucinda Shen
Lucinda Shen
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Lucinda Shen
By
Lucinda Shen
Lucinda Shen
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December 9, 2016, 8:20 AM ET
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Amy Poelher once quipped that Ikea is the Swedish word for “argument.”

That’s because a trip to one of the Netherlands-based furniture retailer’s stores has been known to test relationships. The company even has a special name for products that are difficult to assemble: “Sometimes,” Allan Dickner, Ikea’s deputy manager of packaging, told Fortune in 2015, “we call it a ‘husband killer.’”

But instead of spurring a couple’s therapy session, Ikea now wants its products to help solve its customer’s relationship problems—romantic and familial—in a new ad campaign called “Retail Therapy.” Created by ad agency Åkestam Holst, the campaign renames Ikea products after commonly searched relationship problems in Sweden. The campaign launched a few weeks ago. Here’s one of the new ads.

[vimeo 194489560 w=640 h=360]

Need to impress someone? Ikea’s got a bookcase for that. Raised a son that “plays too much computer games”? The retailer suggests scissors. Got a snorer on your bed? Daybed.

“So whether it’s a snoring husband, a never ending gaming son or any other relationship problem you have, Ikea can come to the rescue,” the agency wrote on Ads of the World. “Or at least put a smile on your face, while you keep googling for an answer.”

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Lucinda Shen
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