A new social media advertisement by IKEA poked fun at the recent Louvre heist in which thieves stole jewels valued at more than $100 million.

Newsweek has reached out to IKEA for comment via email.

Why It Matters

The advertisement reveals how major news stories that capture the attention of worldwide audiences can be used by companies to sell products. The advertisement comes as the thieves have not yet been caught and a manhunt remains underway to catch the individuals suspected of stealing the French Crown Jewels.

What To Know

Poking fun at the heist, IKEA posted an advertisement this week for their BEGÅVNING product—a glass dome one could use to showcase knickknacks or small pieces of décor. The photograph includes the phrase, “Won’t protect your Crown Jewels either…” with the caption, “…But it will give them the right spotlight.”

The advertisement on Instagram has so far received more than 34,100 likes.

Michael Mulvey, associate professor of marketing at the University of Ottawa, told Newsweek that the advertisement is “cheeky,” “funny” and in line with IKEA’s branding.

“IKEA has always had a little bit of a sense of humor. I think that’s part of what makes it charming and more accessible to everyday people who are on sort of a budget conscious reality,” he said. “It makes it very inclusive in that regard.”

The story of the Louvre heist is a “very spreadable message” with pop culture undertones, as these heists have long been depicted in popular films, Mulvey added. The advertisement succeeds at inviting people to join in on the conversation about the heist, he said.

The advertisement is unlikely to offend audiences, particularly in places like the United States or Sweden that are not necessarily feeling the pain of the heist, Mulvey said.

“We are in a hypersensitive era when it comes to satire and humor having boundaries around it. I don’t see a huge one here, partly because it’s a bit of a social class divide,” he said.

Other companies, including Böcker Maschinenwerke, which made the freight lift used during the heist, have made similar advertisements about the heist in recent days.

The heist occurred on Sunday when several thieves stormed into the world’s most visited—and highly secured—museum and stole jewels of “inestimable” value. At about 9:30 a.m., four men disguised as workers parked a truck with a mounted ladder outside the museum. They scaled the ladder to the Apollo Gallery and forced entry. Once inside, they threatened workers before smashing into the display cases. They grabbed the jewels, fled the scene and still remain at large five days later.

The Associated Press reported that the jewels were valued at more than $100 million—or about 88 million euros.

What People Are Saying

French President Emmanuel Macron wrote in a post to X: “The theft committed at the Louvre is an attack on a heritage that we cherish because it is our History. We will recover the works, and the perpetrators will be brought to justice. Everything is being done, everywhere, to achieve this, under the leadership of the Paris prosecutor’s office. The Louvre New Renaissance project, which we launched in January, provides for strengthened security. It will be the guarantor of the preservation and protection of what constitutes our memory and our culture.”

Michael Mulvey, associate professor of marketing at the University of Ottawa, also told Newsweek about IKEA’s ad: “They also look at the product picture and link it very nicely. They have the picture of the glass dome, where you might display some of your treasures. It’s ultimately accessible. Anybody could buy that.”

French Cultural Minister Rachida Dati wrote Friday on X: “In the same way as the Cathedral Security Plan created by the President of the Republic @EmmanuelMacron following the Notre-Dame fire, I am announcing the establishment of a safety fund dedicated to the security of our heritage sites: museums, monuments, historical cultural sites.”

What Happens Next?

The investigation into the heist and search for those responsible remains underway. The museum has reopened as France continues to grapple with the incident.