According to the Swedish tabloid Aftonbladet, IKEA in Germany has been forced by the head offices of the furniture giant in Sweden to remove three TV spots from the nationwide german TV stations RTL and Sat1.
The spots promote "Crazy Midsummer Prices" and depict the German perception of "traditional" Swedish activities on the celebration of the longest day of the year. We get to see drunken Swedes in traditional costumes dancing, fighting and generally partying out of control. The German IKEA also has a special website for the campaign.
After having lived and worked in Germany for two and half years now, I definitely recognize the stereotypes, and to be absolutely honest, I just can't see what the problem is… ;o)
The spots can be viewed here: