Float on Clouds of Everyday Dreams with IKEA

Viewers are taken on a magical journey into the clouds in the latest campaign from Mother London for home furnishing company IKEA.

The brand wants to get people thinking differently about their everyday lives. So, to celebrate the launch its new UK standard size beds; mattresses and linen, a multi-media campaign is exploring the start and end of each day.

A spot titled Beds (above) airs on UK and Irish television screens on Sunday 13 July. Four versions of the advert have been produced of varying lengths and will run until 19 September.

Voiced by actress Prunella Scales, the spot emphasizes that, when it comes to bed, there really is no place like home. It shows a young woman falling through the sky onto different floating beds of all shapes and sizes before settling down for a blissful night’s sleep in her own home.

The film is supported by an integrated campaign of VOD, radio, CRM, social, experiential and PR. These channels will include simple tips to help people use furnishings to improve their everyday lives.

Peter Wright, IKEA UK and Ireland marketing manager, says: “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.

“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 is part of the new IKEA brand platform ‘The Wonderful Everyday’ and a second burst of media activity will launch the new IKEA catalogue in September.