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Eric Yaverbaum can nonetheless bear in mind the pale look on his consumer’s face.
It was 1994, and Yaverbaum was dealing with public relations for Ikea. The Swedish home-furnishings large had expanded to america a decade earlier. Feeling assured it had a superb learn on the American public, the corporate determined to roll out an advert referred to as “Eating Room Desk.” The 30-second spot featured two middle-aged males (“We’ve been collectively about three years,” stated one) looking for a eating set.
It
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