Set in a hospital, and with cheerful music, a woman is shown being returned to her bed from a gurney, having just had an operation. IKEA Spain has run other commercials targeting the gay community as well as a commercial featuring a transgender woman, called Redecorate Your Life (1999). One of the two actors also is openly gay, though he said that was not known when he was cast for the part. Leveraged in the ads, giving a sort of "Gay Housekeeping Seal of Approval" for IKEA. The gay stereotype of being fashion-oriented and tastemaker was Nonetheless, the commercial was well-liked by the gay community. The IKEA ad disappeared soon after it began when the retailer got a bomb threat at a store from conservatives, along with calls for a boycott. The commercial's director told the Canadian Broadcasting Corporation that it was not important to be the first company to show a gay couple together and "Actually I was surprised when we first started looking at this, that no one had done it before". Many wrongly assumed the commercial was meant to target gay buyers, but it was part of a larger campaign about "non-traditional" families, including a mixed race couple and a single mom with an adopted child. The spot ran only once in New York City and Washington, D.C. It was not “gay vague” as many ads before or after this one were: the two men verbally declared to be each other’s partner.Īlthough IKEA accepted the ad, the retailer still had some reservations. It was the first time an advertiser frankly dealt with a gay relationship in the US. The justice minister Zbigniew Ziobro ordered the country’s prosecutor’s office to probe the case, and there was talk about a boycott. This event sparked an outrage: Tomasz gained support from Christian fundamentalist groups, Polish bishops denounced IKEA for what they called "LGBT indoctrination", and Poland’s right-wing ruling party PiS (Law and Justice Party) also got upset.
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This does not mean, however, that we support exclusionary behaviour in the name of any other view. We respect people from all religious backgrounds and appreciate the fact that we are different.
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IKEA stated: "Our human rights and equality policy, supported by our Code of Conduct, addresses in particular non-tolerance for discrimination and exclusionary behaviour.
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After many worried employees contacted the HR department about this, and Tomasz refused to back down (" I’ve been hired to sell furniture but I’m a Catholic and these aren’t my values"), he was fired. He used quotes from the Old Testament about death and blood in the context of what fate should meet homosexual people. When IKEA announced that they were going to 'celebrate' IDAHOT ( International Day Against Homophobia, Biphobia and Transphobia) in 2019, the employee " Tomasz K" from their Kraków store replied with homophobic comments on the intranet.