Ikea’s latest spot in its ongoing “Wonderful Everyday” series continues the brand’s fun and slightly bonkers approach to home decoration, with the story of a couple of ripped teddy bears who step in to transform home life.
The spot, the latest by Mother, sees a single father and his daughter returning home from out of the rain, to be greeted by the huge, muscled bouncer-like bears. The Teddies step in to move furniture, help build a den, chase off foxes and even crush the father’s phone when it rings with a work call and threatens to interrupt the fun and games. (When they’re not doing that, they’re working out to get even more built, or joining in with an impromptu makeup session.) The tagline is “Every home should be a haven.”
We’re not sure if this is a kind of reverse Goldilocks fable, but like all Ikea’s work in this series, it’s fun and eminently watchable, with only a light touch of product promotion thrown in (the retailer’s electric blinds). Tom Noakes of Prettybird was the director.
The TV spot is part of a wider effort featuring out-of-home and forthcoming social films that will "borrow from meme culture" to continue the theme of making your home your getaway, debunking the usual cliches, according to Ikea.
“As the foundation of our well-being and happiness, at Ikea we believe that everyone deserves a home where they feel safe, happy and comfortable, wherever they live,” said Kemi Anthony, marketing communications manager at Ikea U.K., in a statement. “While there are all kinds of everyday stresses and strains that can prevent home from being the haven it should be, we’re committed to helping our customers overcome these challenges where we can, with our new campaign calling for everyone to create the space they deserve, and a home life they love.”
The campaign drops as Ikea, along with other retailers in the U.K., continue to face COVID and Brexit-related supply-chain issues. The new spot, however, does feature a disclaimer: "Products subject to availability."