Ikea's latest campaign promotes the benefits of getting a good night's sleep, and it's turned to the Aesop fable of the "Tortoise and the Hare" to demonstrate it.
Rather than "slow and steady wins the race," the message of this particular tale is that if you don't get an early night, you won't even start the race. The spot shows the track-suited hare getting distracted the night before a big race by friends out partying, getting kebabs and, even when he gets home, gaming and watching YouTube videos (of boxing hares, naturally.) Meanwhile, his roommate the tortoise gets a good night's sleep, wakes up refreshed and sets off for the event, leaving the hare snoozing on the sofa.
The spot, via Mother London, was directed by Sam Pilling of Pulse, with the production using puppetry to bring the animals to life and Roots Manuva's "Witness The Fitness" lending it a fun hip-hop soundtrack.
The focus is on positioning Ikea as a sleep expert, something it's already been doing for sometime with spots like last year's "Nightclub," with nods to its mattress range. The wider campaign includes social content created with sleep expert and founder of The Sleep School Dr Guy Meadows, as well as outdoor ads running from September 21, in which Ikea compares the benefits of sleep to "products that promise the same result but rarely deliver," including energy drinks, anti-aging creams and vitamin supplements.