IKEA is about to find out, who is the messier sex, women or man, at home and suggest solutions to stop all the arguments on this issue. The brand teamed up with the Mother London agency to kick of the latest integrated marketing campaign build on the ‘Peace, Love and Storage’ idea in online media, print and TV in the UK. The official launch of the humorous promotion is slated for tomorrow—April 1 is the international All Fools’ Day, which is a perfect occasion to launch such campaigns.

Sarah Rabia, strategist at Mother, commented, “Mess in the home is third most common cause of domestic arguments—after sex and money. We have too much of one of them, not enough of the other two. IKEA is making a huge commitment to improving home life for all Britons. And making Peace, Love and Storage, is the start of that.”

Tomorrow, IKEA will air a TV-commercial, which showcases four stand-up comics, two man and two women, who are presenting their own reasons on why the opposite sex is messy. The ‘male’ group says that the only thing a women will ever clear out is your back accounts, and the ladies reply that the only thing a man will ever clear out is his Internet history. The retailer believes that these arguments root in common problems like lack of space or poor organization and can be easily eliminated if couples buy convenient storage furniture.

The brand has also taken the campaign out to the digital world by turning its Facebook page into a boxing ring: IKEA is encouraging users to say which of the two sexes is messier and write their statements in support of one of the ‘coalitions’ as well as receive recommendation on what furniture pieces can help solve at ‘communication problems’ within a family—at least, some of them.