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10.18.2011 | John Avery

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A couple years ago, Budweiser ran a spot where guys were hiding inside a rack of clothes watching sports (and drinking Bud Light) while their girlfriends shopped. Being a dad with two daughters and a wife who loves to shop, the spot struck a chord with me. I mean, how great would it be to be able to just hang out and watch sports while my girls shopped their brains out? Well, Ikea in Australia thought it would be great too, so for Father’s Day, they created just that.

Unfortunately, the execution fell short of the idea. Having pinball, video games and magazines was a nice touch, but it basically looks like an area of the Ikea showroom where the TVs actually work. One detail I do love is the buzzer given to the spouse/girlfriend. In 30 minutes, it goes off and you have to come and collect your man. Treating men like children is funny. Never gets old.

I know this idea could look amazing. Imagine pop-up man caves in malls during the holiday season. They’d be dark, with wood paneling. Flat screens would show sports, “Raging Bull”, “Happy Gilmore” and “Goodfellas”. You could get a beer, eat beef jerky, and belch with impunity. And that 30-minute time limit has to go. If such a magical place existed, I’d be asking my family to hit the mall for a marathon holiday shopping session. I know my girls would love it, and I’m guessing the retailers at the Galleria would, too.