- Presented by GSTV

How Ikea Made History in 1994 With the First Gay Couple in an Ad

A look at Deutsch's historic spot, and where we are today with LGBTQ+ representation in ads

On this new episode of our Tagline podcast, we close out Pride Month with a look back at the 1994 Ikea commercial that was the first mainstream ad ever to feature a gay couple. We chat with many of the folks who worked on the spot at Deutsch—about the bold concept, the unconventional writing and filming, the praise and the backlash, and where we are now, 27 years later, in terms of LGBTQ representation in ads.

Listen to the episode above, or subscribe to the show wherever you get your podcasts. And below, check out "Dining Room" and a bunch of other spots from the "Life Stages" campaign.

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Episode 12 guests

• Patrick O'Neill, chief creative officer, Patrick Thomas O'Neill LLC
• Dallas Itzen, freelance writer
• Linda Sawyer, co-founder and CEO, Skura Style
• Paul Goldman, director
• Val DiFebo, CEO, Deutsch NY
• Will Speck, director

'Dining Room' and other spots from the campaign

Brand Text
Ikea | Dining Room
Ikea | Divorced
Ikea | Getting Married
Ikea | Just Moved
Ikea | Kid's Bedroom
Ikea | Single Woman
Ikea | Baby
Ikea | Lake House


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Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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