The furniture giant Ikea is accused of ageism and unsavory stereotypes in its new Christmas film advertisement.
The fact that the character “grandmother” spills drink all over herself arouses anger among pensioners.
– I think it’s terrible, says Eva Bergius, 69.
With chairs and storage, more people should be able to spend time at home during Christmas. That is the message in Ikea’s new advertising campaign “A place for everything and everyone”.
In the film, family and friends of all ages hang out.
But one of those upset by the furniture giant’s advertising and above all the character “‘grandmother'” is Eva Bergius, 69.
– In the film, grandma spills on herself. It is distasteful and offensive. I don’t think you would portray a grandfather in the same way.
Turns off the TV
Eva Bergius says that the advertisement appears on the TV box at home in Gävle several times a day.
– Then I change the channel or switch off.
What do you think about the commercial alluding to clichés of all ages?
– I still don’t think it’s okay. Ikea makes it a truth that grandma should be fragile. Partly because it is about an older person, but also because it is about a woman. It’s so telling.
Åsa Lindestam, who is the chairman of the National Association of Pensioners, also criticizes the commercial.
– I understand that it is meant to be humorous, but actually it is a bit silly.
– It is clear that you should be able to joke with pensioners, but I feel sad when we constantly see stereotypical pensioners who are always old, shaky and bad in TV commercials.
Åsa Lindestam believes that it does not matter that the commercial also alludes to stereotypes for those characters.
– No, ageism is so widespread. It is found in the fact that no one asks people over the age of 85 in examinations, in the fact that people after the age of 74 are not allowed to go for a mammogram, in commercials.
– Time and again we end up here. And that makes me sad.
Ikea: “A vital grandmother”
In an email to Aftonbladet, Ikea’s press secretary Louise Ridell Ehinger defends the commercial.
“In the film, the “grandmother” spills because she is so deeply engrossed in her smartphone, which can probably happen to all of us”.
Louise Ridell Ehinger also points out that the character will get more space in future commercials.
“In other films in the campaign, she will, among other things, teach Ellen Bergström’s character how social media works. So we think it is a very vital “grandmother”.