IKEA & Mother Dream of Falling in Beautiful New Spot

IKEA, the leading home furnishing company, has announced the launch of its latest campaign to get people thinking differently about the way they live at home.

Peter Wright, IKEA UK and Ireland Marketing Manager, said, “We spend a great deal of time and money planning a wonderful two week holiday, but pay little attention to the things we do on the other 50 weeks of the year, and this is what we’re really curious about - the everyday. 

“To IKEA the everyday is the biggest design challenge – whether it’s getting your kids ready and out of the house in the morning on time, or having the right storage for your shoe collection. These are the types of challenges people face every day, and where we believe we have the inspiration and solutions, to make the everyday, especially the morning and evening, a little easier.”

This campaign explores the start and end of the everyday in the bedroom and bathroom and launches at a time when our new UK standard size beds, mattresses and bed linen are now available in all stores.

Peter also says “We know that if you don’t start your day off in the right way, it can have an effect on your whole day. We’ve all been there, where you’re running late because you’ve struggled to find the right clothes in the morning, or ended up falling asleep in the early hours because you couldn’t put your phone down.

With this in mind, we wanted to base our campaign on how to start and end each day in the right way, with our tips from A-Zzz.”

The campaign launches with a TV advert in the UK and Ireland on Sunday 13 July at 12:20 on ITV.  Four versions of the advert have been produced and include 90, 60, 30 and 10 second adverts which run until 19th September.

The advert – BEDS – created by Mother, highlights how we spend all year thinking about a summer holiday when in truth, we’ll probably have our best night’s sleep in our own bed. It’s the bed in which we spend the other 50 weeks of the year that really matters, and when it’s perfect for you - nothing else comes close.

Voiced by actress Prunella Scales, the advert emphasizes that when it comes to bed, there really is no place like home.

The TV advertising is supported by an integrated campaign that brings to life the A to Zzz tips across a number of communication channels including VOD, radio, CRM, social, experiential and PR. These simple, easy tips help to improve the bedroom and bathroom by making getting to sleep, getting up and getting out of the door in the morning that little bit easier. 

A second burst of activity will focus on the launch of the new IKEA catalogue in September, which will , be supported by high-impact TV advertising as well as a nationally-driven, two-day in store event.

The campaign is part of the new IKEA brand platform ‘The Wonderful Everyday’ and provides people with ideas and inspiration on how improve everyday life at home with the use of clever solutions including textiles, storage and furniture.

Credits

Creative: Mother

Director: Juan Cabral

VFX: MPC

VFX Producer: Julie Evans

Shoot Supervisor: Jim Radford

2D Creative Director: Bill McNamara

Colourist: Jean-Clément Soret