100 Stand-ins for Maru

Obviously the Ikea folks could not afford the salesmen services of Maru, so they hired 100

Some IKEA advertising geniuses decided kittehs would sell HENSVIK shelving and TROFAST storage really well.

Would be Spokecat Maru:

From the Zyote cloud.



  1. Brilliant commercial!

  2. The bag on the head emphasizes the corpulence.

  3. Next time I go to Ikea, I’m going to hide a plate of meatballs behind the flürdnur, just in case.

  4. Just gotta love Maru; such a KAT with such dignity…

  5. Martha in Washington says:

    OMG! the kittens in the bin of stuffed animals actually made me “aww” out loud! I’ve always liked IKEA but now I LOVE IKEA! *checking calendar for possible shopping dates*

    Hey Seattle-area COers should arrange an outting to IKEA to check on kitteh situation there!

  6. Martha in Washington says:

    What now!? “awaiting moderation” gives me panic attacks!

  7. Imaginative and beautifully shot Ikea commercial! But customers with cat allergies are going to wonder why they’re have sneezing fits in that store the next day… heh…

    Nothing quite as contented and sublime as kitteh getting comfortabuhls in a nice home. I could watch an hour show of those 100 kitties in Ikea adventure!

    Maru is a star… and should have a guest spot on that show and be free to explore all the boxes in Ikea’s shipping department!

  8. I can’t get enough of Maru. So chubby and cute…

  9. warrior rabbit says:

    Cheezburger had a ‘making of’ video up the other day if anyone is interested.

  10. entropy's bitch says:

    Is that a kennelly thing for Maru? the big cage? Hrm..that could be good for vacuuming or when people are over if you have a small home. Gosh, I love Maru.

  11. so…
    I like cats.

    I like IKEA.

    It stands to reason, then, that I should like this commercial, but I don’t. For some reason, the idea of dozens of (admittedly beautiful and well cared-for) cats roaming around the IKEA store after hours freaks me out…

  12. kibblenibble says:

    NICE commercial! It makes me so happy! And of course, I love Maru. There is a new video on his website today of Maru making biscuits on a soft blankie, and you can hear him purring at the end. 🙂 I’m not good at links, or I’d do that. I’d submit it to CO, but 100 others will do that. I can wait. Meantime, I’ll watch the IKEA vid again. It is sooo lovely…*sigh*

  13. Does that mean I can bring my cats nest time I go to Ikea?

    Also I love Maru but for some reason (maybe because of Winston and Rich) I always figured his owner was a man but it’s a young woman.
    It does explain how come the place is always so spotless.

    Oups I’m probably going to get it from the guys on this one.

  14. What’s with the passive-aggressive annotations on the Maru clip?

  15. Anybody know the song from the commercial?

  16. Fear not! Here’s the ‘making of’ link, compleat wiv the vacuuming crew after the cats were back in their carriers.

    One favourite bit is a guy confident that no cat can escape his ladder-like walls, cut to a smarter and braver men cutting holes in facing and handing cats back from ceiling tiles.
    Like the puffball on the parapets at 2:28, and the sphinx in the chandeliers, and love the orange tabby in the lace pillows.
    Also amewsed by the cats being only in Ikea colours of white, birch, beech, etc.,

  17. Space Cowgirl says:

    IKEA got me right in the heartstrings there – for me, it’s not home without at least one cat.

  18. bookmonstercats says:

    I want a cat in my lampshade. I have two lovely IKEA glass table lamps, but no kitty.

  19. Space Cowgirl says:

    Huh, I thought Maru’s human was a sausage courier. Cute sweater.

  20. kibblenibble says:

    Heather P: It’s Pianni by Mara Carlyle. I got that by clicking on the link that takes you directly to the video on utube. 🙂 I like it, too! Especially when juxtaposed with the beautiful cat footage.

  21. While I’m being mauded, I watched Maru! Some old favourites with the box-diving and sproinging, but I’d never seen the penguin bocce ball one before. I guess that would be cacce balls. And pronounced in the sense of ”cat”, not anything immauderate.
    And no, as soon as I saw the ”diet” box one, I knew at least one of his owners was female!

  22. pushy mcshove says:

    the finest in purr-niture.

  23. O NO He/She/It DI-unt!!! says:

    just commenting on the Maru item:

    I’m trying to imagine which cool/ campy early 60s song would be the purr-fect
    super-hero, 007-type music to enhance Maru’s opening frames in a video.
    The majority of the video, running in silence, should remain in silence. But just at the opening, to announce “Maru is in the building…”


    im(h?)o, Maru is the Cleverest Cat Evah (even outstripping Bill the Cat nowadays!)

  24. arachnophile says:

    There is a video out there about how they made that commercial. I think it’s called, “Herding Cats,” but I can’t find the link at the moment. 😀

  25. From_IKEA_homeland says:

    Don´t forget the 4 minute special behind the scene edition of the commercial:

  26. The IKEA commercial cats were in carefully partitioned off parts of the store for filming, with their owners AND a team of handlers standing by. The cats are, evidently, just people’s cats, not professional Cat Actors. That “making of” video is TOTALLY worth hunting up – it was on the front page of icanhazcheezburger thursday evening.

    KYTTN storage units, for all your cat-storing needs.

  27. @ Martha in Washington

    >>What now!? “awaiting moderation” gives me panic attacks!

    sharpy says relax.


  28. I’m still waiting for the SNӦRG line….

  29. Finikea cats!

  30. Fluffy cat loaf at the end FTW!

  31. LOL @ Pyrit.

    and OMG I just love it… and of COurse Well we all Love Maru.. because he is so maru-ish! 😀


    I am going to Ikea and buying one of everything just to show my support.

  33. KittyAdventures – I know someone who pronounces Ikea, “icky”.

  34. IKEA scares the crap out of me.

  35. Hey!!! There’s a kitteh in my EKTORP!!

  36. Queen of Dork says:

    Maru makes me smile every single time! I love his antics and his total cat-like “whatever” total disregard for privacy tail. In the video above, his “mask” is like he’s imitating a hedgehog toilet paper roll thing.

  37. O.k. if they had the kittehs there all the time I could be a night guard at Ikea !
    Not only would I have fun with the cats all night but the employee discount wouldn’t suck !

  38. Kittys better watch they don’t get caught in the Knackerkrakercrampon.

    Love the Dignity of Maru even with a bag over his head and how Mugamu remains
    an enigma.

  39. Whenever I’ve entered a private business and seen cats there it’s just too cool. Gives the place a different feel.

  40. Queen of Dork says:

    ash: I don’t know if they still do this but years ago in Ashland, Oregon, dogs and cats were perfectly welcome to come into the public library with their book-seeking peoples. They even had a sign which said that ANY pet was welcome except for dragons. Which I can understand. Dragons might inadvertently set fire to all that paper in there. 🙂

  41. Queenie – and Dragons poop is a bugger to clean up.

  42. Queen of Dork says:

    Hon Glad: I’ll bet. I’d imagine that one would first have to stomp out the embers… 😯

  43. fatgrammafinn says:

    i want a tiny little happy feet wooden bowling set. what’s maru’s handicap, i wonder. my hi game was 2 above my bra size.

    *waves hi to hon glad and QoD.* gives a WHOLE new meaning to silent but deadly

    the public libraries at least here in oly/tum/lacey usually have resident cats. has everyone read “Dewey”? sweet sweet book.

    i heart maru. i’d never seen so much of his “owner”. he’s like almost half her size!

  44. I have not watched that commercial one time that it didn’t bring me to tears….how absolutely beautiful….IKEA will be my go-to store forever…..

  45. O NO He/She/It DI-unt!!! says:

    @ HG & QoD: Voila quelque chose
    (please to click. Thank you):

  46. MORE!!

  47. What a great post. I love the commercial, the “making of” vid, and Maru. A perfect end to a very stressful Saturday. Thanks, CO.

  48. Queen of Dork says:

    *waves back and smiles* Hi fatgrammafin!

    Hi Oh No! 🙂 (Why I love this site so much and the peeps on it). Dragons + Libraries = uh oh. paper. Too much paper. with the fire….

  49. I was all “meh” until I saw the kittens crawling around in the stuffed animals. And then the cats settling down to sleep.

  50. As alway CO rocks with its posts. and even better the peeps in the comment section.. having recently, Valentines day of this year, been to Ashland Oregon. I can not speak for the library, but the rest of the town was very animal friendly.

    IT is beautiful there.. and definately meerits a triip for a visit.

  51. My plans for tomorrow have now changed; I need to go to IKEA and purchase some BLӦRP.

  52. Queen of Dork says:

    kittyadventures: *puts on math professor glasses and writes on whiteboard with whiteboard markers* Ashland, Oregon Public Library(-dragons and fire breathing)+peeps to the 2nd of which\(=+-_) (to the max)-/<(um…?) -+= 1 cat = + dogs* + (stuff) + (things) – yuck(squared) -{ and " also, (ouch!) + hmmmmmm (cubed to the half of that) | *crap* + and minus this thing (^) = PLEASE BRING CATS, DOGS, FERRETS, SNAKES ETC TO THE LIBRARY! *removes math professor glasses and erases whte board*

  53. The silly antics of Maru makes him worth WAY more than 100 cats.

  54. No amount of cats will ever be better than Maru, imo 😀

  55. Wow! As a swede I’ve always loved IKEA, now I love them even more though! Beautiful commercial!

  56. I never, ever, ever, ever, ever get sick of Maru!!!

  57. Clawed Monet says:

    OMG!! Maru is sooo awesome. I never get tired of watching his cute, bumbling, fluffiness. Love the “Yes I have this bag on my head because I like it” attitude. My cat would have been tearing around in a blind panic, destroying everything in his path until he knocked the bag off or knocked himself out. Maru just strolls around like “Hmmm yes this was the result I was trying to achieve” LOL!

  58. The amazing thing about Maru in the paper bag mask is that he seems perfectly able to navigate his house, despite having a bag on his head. He gets through narrow spaces and goes down a step and doesn’t even need multiple tries to get it right.

    Maru is magnificent.

  59. Mary (the first) says:

    LOVE Maru, love the Ikea ad and the “making of” video. Just .. love it all.

  60. Maru’s human obviously loves to entertain him very much. All those neat things to chase. And oh how I loved the ear-cleaning. And those boxes! What a joy Maru is!!

  61. O NO He/She/It DI-unt!!! says:

    @ QoD: nice spectacles there, ma’am AND nice arithmetic as well!!

    MWAH to you !!!

  62. Space Cowgirl says:

    @ash The store where I buy cat supplies not only has (very quiet but friendly) store cat named Princess, but excellent service – they open the door for customers and call me “dear,” which some people hate, but I like. They have my business forever!

  63. I love, love, love that IKEA commercial! It confirmed what I already knew: Cats rule!

  64. Queen of Dork says:

    Hi Oh No! I would send you an email but of the gazillion passwords I have for many things, I’ve forgotten the one to my own e-mail. (he-he) seriously. I’m locked out. Oh well! 🙂

  65. Awesome commercial. It makes me want to release dozens of cats into an Ikea store just to see the kewtness.

    Subtle message: “Buy Ikea to keep your cat happy. That is your purpose in life: to make your cat happy. So buy Ikea.”

  66. Queen of Dork says:

    O No: Thanks. (that’s a scientifcal equation that my cat gave me) 🙂

  67. Is Maru really a girl kitty?

  68. KittyMarthaPoo says:

    1. AWESOME commercial

    2. Maru is the coolest, sassiest little chunky monkey EVER!

  69. Someone’s going to have to go around the store with a LOT of BÄSTIS lint rollers in the morning…

  70. I wonder how many people will be asking for their free kitty next time they hit Ikea?
    Love the videos. Especially the clueless crew, I love watching non-cat people work with cats, it’s hysterical.

    Maru is already too famous to need Ikea to boost his appeal!

  71. I love the commercial! Purrrfect reason I’m going to IKEA…

  72. This is beautiful. Wonderful commercial. Thanks also for the behind the scenes!

  73. The Maru video proves once again that chubby guys are good bowlers.

    C.O. should have a Maru vs. Winston poll for cutest kitteh.

  74. warrior rabbit says:

    @Jon #73, urlesque recently had a poll with all internet cats (Ceiling cat, Maru, etc), and I believe Maru won the universe.

  75. The video of Maru with the bag on his head…I laughed so loud my family was wondering what was going on. Cat still amaze me of how they can squeeze into spaces.
    He sure is pretty.

  76. @becx 😆 I agree with you 😆 I wonder how many people showed up at IKEA looking for kitties 😆 😆 Maru certainly maintained his dignity while wearing a paper bag on his head 😆

  77. Queen of Dork says:

    Slight change of subject but kind of funny: I was just watching a sad movie and it’s just me and my cat here at the moment. So I looked at him and said, “I need to hug something and you’re it.” So then I picked him up and hugged him and he squirmed and smooshed himself out of my arms and onto the back of the couch in a way that was just so hilarious! Plus he looked at me like I fed him poisen instead of just trying to hug him! You just cannot hug a cat unless they’re in the mood for it. 🙂

  78. O NO He/She/it DI-unt!!! says:

    @ Q: poooooooooooooooooooor ole SK– he’s SO TORTURED!!!!

  79. scarleybelle says:

    Maru’s a genius.

  80. The Dragon’s Tail might “due” some damage in the library too!!

  81. Definitely shopping at Ikea now! Too bad it’s like two hours away for me… Funny part is, I’ve been saying for a while now that if I ever move, I will need to buy all new furniture, since I wouldn’t want to take anything with me be/c everything I own has been scratched, chewed on, or peed on, and I would want to start all fresh in a new home without the old marking scents, and I love Ikea, and I would furnish my whole new home with Ikea! (whew that was quite the run-on sentence)

  82. She should clone Maru… seriously, people would pay for Maru’s DNA 🙂

  83. It’s Monday and I am going to have to watch Maru again. The bag…I LOVE the bag!!

  84. I would shop at IKEA every day if they always had 100 cats running around in there. It would help to see what the furniture would like when I got it home and it was and it immediately coated with fur.

  85. Muffalatta M. Muffles says:

    No matter what, watching Maru videos always make me feel so peaceful.

    Ikea ad: music + lyrics + images=full of win

  86. Yay for the sphynx cats in the Ikea video! Very cute, very non-evil sphynx cats. I knew there was a reason I loved Ikea.

  87. 😈 I live several blocks from an IKEA store that I should go into and ask about those kitties I saw in their IKEA commercial 😈

  88. I just watched the Ikea video last night with the hubby. We chuckled then I looked at him and said “Cats were a bit of fun. They should let a hundred ferrets loose in an Ikea and see what happens.” It gave us a good laugh. *G*

  89. Ohhh so cute im glad i was there when they made it i got to help cool!….but had to clean up… 😦