Line readings, aisle 4 please. So what do you do when nobody picks up your show? Change the name and repurpose sell it to Ikea. Illeana Douglas is rewriting a show about celebrities who give up acting and work in an Ikea store called Easy to Assemble. The clip above, Supermarket of the Stars, is actually the show she created a few years back and the basis for the new one. (Don’t worry about the store signage, as you watch, just think Ikea logo.) And since branded content is all the rage these days, watch how many agencies pop up and gouge brands for doing basically nothing while someone else comes up with the show partnering with just the right strategic agency is critical. The show premieres in the fall but will probably be more of her and Goldblum doing the same schtick near the DRAGÖR piles. Prediction: Throw in an actual Ikea spot before and after the webisodes along with a ghosted logo in the corner, and yet another brand shows how to destroy branded content.
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