Ikea Heights - Episode 5 from DaveAOK on Vimeo.

According to the people who posted it on Vimeo, Ikea Heights is a melodrama shot entirely in the Burbank California Ikea Store without the store knowing.

I'm still suspicious. What is the real reason behind this bizarre but fascinating little show? Here are some theories:

Theory #1: It really is something that Ikea employees, out of sheer love for their brand, started doing to show that Ikea is a brand full of personality.

Theory #2: It is something that Ikea employees did just for a laugh.

Theory #3: These were disgruntled Ikea employees, mocking the corporate brand and pouring scorn on the wholesome family values that Ikea subscribes to.

Theory #4: The whole thing is an elaborate marketing exercise, where hours of time and budget have been sunk into making it look amateurish and 'grass roots', in order to make the world believe in Theory #1.

Who can say?

Have to admit, I quite enjoyed it thought and the very fact that it has got people talking has got to be good for the brand in some way. Hasn't it?  

See the rest of the series here.