宜家新广告遭吐槽：广告只要创意好，三观就真的不重要吗？_时事

宜家新广告遭吐槽：广告只要创意好，三观就真的不重要吗？

这两天，宜家因为一支电视广告犯了众怒。

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The roughly 30-second ad shows a Chinese mother telling her daughter, "Don't call me your mom if you cannot bring back a boyfriend," after which the girl is shown bringing a man who claims to be her boyfriend to the family's living room. Her parents are pleased and proceed to transform their dining table into a fancy banquet table with the help of various Ikea items, under a caption that says "celebrate everyday easily."

在这部30秒左右的广告中，一位中国母亲告诫女儿：“再不带男朋友回来，就别叫我妈。”随后镜头一转，女儿携男友出现在客厅，女孩父母喜笑颜开，用宜家家居将餐桌布置一新，最后打出字幕：“轻松庆祝每一天。”

宜家的本意是想借助一个有共情的反转事件，展示如何将普通客厅一秒切换成一个充满庆祝气氛的客厅，遗憾的是，它选择了一个令人反感的故事——父母催婚。

广告播出之后，有不少网友称，宜家最新的电视广告让人很失望。很多人认为“再不带男朋友回来，就别叫我妈”这句台词很不恰当，是对“剩女（leftover women）”的歧视，称广告传递了不恰当的价值观。

"Not bringing a boyfriend home will result in a mean face and no festive atmosphere, but doing so will result in smiles and welcomes. How is this a family?"