“Traffic Camera”, a citizens’ initiative for safer traffic and the rule of law in Serbia, asked Ikea to change their ad, and the Swedish company first replied that on sites that were seen in the ad the bikers drove only for shooting purposes and that “nobody was endangered”.
The civic initiative in the next message to Ikea pointed out that the fact that actors drove under controlled conditions has nothing to do with this, because “promotion of driving contrary to the Law is not in anyone’s interest”, and after a short correspondence on Twitter, the Swedish company decided to retire the spot.
“After a detailed analysis of the video, in cooperation with the agency that created it, we decided to pull it,” Ikea said in the message to Twitter account “Saobraćajna kamera”.
The Ikea store in the Bubanj potok settlement in Belgrade will open on 10 August.
