The hero of a new Ikea ad wakes up, stretches, gets out of bed, and goes to get coffee for his partner, accompanied by a puppy, in a new ad for Ikea Australia from The Monkeys. If that sounds kind of dull, have a watch, because the protagonist in this case is a sheepskin rug and the puppy is a plastic step-stool.
A second, equally adorable 15-second ad features one of the rugs primping before a mirror with a brush.
The "Best Day Is Every Day" campaign encourages consumers to see the joy in what's right in front of them. "Bringing a sense of warmth to this season's IKEA campaign, the spot features a set of endearing yet playful product heroes that encourage us to reconsider how we celebrate the happiness to be had in the everyday, inspiring us to be more conscious and look at the familiar differently," said Ikea Australia National Marketing Manager Kristin Bengtsson in a statement.
Ikea has brought inanimate objects to life before, notably in 2015's "The Joy of Storage" directed by Dougal Wilson, in which shirts find their way home in a whimsical journey. Production company Blinkink's resident puppeteers, Jonny & Will, worked on that spot, and they are the directors here, once again giving household objects like Ikea's Ludde rug and Bolmen stool some endearingly human characteristics while showcasing other small everyday items like an alarm clock, squeaky toy and sheet set.
The ads were shot on a fully-furnished Ikea set. Just in case you thought that might be easy, according to Blinkink producer Kevin Harwood: "It took eight stunt rugs to create a convincing Mr. Ludde, each one adapted slightly to work for the individual shots."