The latest Ikea TV advert is a departure from furniture retailer ads that depict families sitting around looking pleased with themselves in newly furnished homes.
The ‘Wonderful Everyday’ bed advert features a woman falling through the sky from bed to bed, before settling comfortably in her own bed at home.
The beautifully filmed scene is accompanied by an atmospheric voiceover of Prospero’s ‘Such stuff as dreams are made on’ monologue from the Tempest, read by national treasure Faulty Towers actress Prunella Scales. What’s not to love?
The beds advert, created by agency Mother, captures the idea that people spend all year dreaming about relaxing on their summer holiday when, in fact, the best night’s sleep is had in their own bed. It’s a good looking advert that not only makes you want to get a full night’s sleep, but will no doubt have those contemplating buying a new bed thinking about a trip to Ikea at the weekend – or for some culture at the Globe theatre.
However, Ikea has decided to temporarily remove the ad from broadcast due to the downing of flight MH17 in Ukraine because of some of the imagery featured in the advert.
The TV ad is part of a campaign that explores the start and end of the day in the bedroom and bathroom and has launched at a time when Ikea’s new UK standard size beds, mattresses and bed linen are now available in stores.
The campaign will be supported by practical ‘A to Zzz’ tips across channels including radio and social media aiming to help improve the homes by making getting to sleep, getting up and getting out the door in that morning all that bit easier.
September will welcome a second burst of activity that will focus on the launch of the new Ikea catalogue.
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