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Blurring the lines between advertising and programming.
To show the impact of a new Ikea Kitchen, we hijacked consecutive Channel 4 ad breaks to create a programming strand called ‘Kitchen Squad.’ Using hidden cameras, a slightly awkward comedian and some unsuspecting folk in desperate need of a new kitchen, we snuck into their houses and stole their old kitchens whilst their backs were turned - then blew their crap kitchens up in front of them to make sure they'd never be shamed by them again.
And, of course, fitted them a shiny new Ikea kitchen in return for their trouble…