Ikea turns a nightclub into a giant bedroom to highlight importance of sleep
Juan Cabral and Mother London created spot translating nightlife into bedtime
Jan 16, 2019
Ikea is introducing a new focus on improving the quality of your sleep with a TV spot that sees pajama-clad nightclubbers head for a night out in a giant communal bedroom.
The commercial, which the retailer says is designed to encourage people to "reappraise the night and value their sleeping life as much as their waking life," cleverly translates typical nightlife antics into bed-time behavior with a plethora of details: clubbers arriving in their nightwear get their fast-food fix of Cheerios from "Cereal King;" the bartenders serve tea; the toilets are filled with people brushing their teeth and putting on face masks--- and revelers even share bright blue earplugs from a box looking like something more illegal. The dance floor is filled with comfy-looking beds and as everyone heads for their slumbers, there's even a giant sheep leaping and bursting into glittery confetti.
Running in the U.K. and Ireland, the ad was created by Mother London and directed by Juan Cabral of MJZ. It's another impressive installment in the "Wonderful Everyday" campaign that has included a ghost party, a lazy lion and a flock of flying shirts.
The campaign also involves a tie-up with Dr. Guy Meadows, co-founder of The Sleep School, who is helping to educate the company's staffers on the science of sleep--something that Ikea claims will enable them to better help people in-store. It follows research that reveals 63% of people feel unhappy with the amount of sleep they get. A new online resource on Ikea's website, called the Ikea Sleep Hub, will house information designed to help people get a better night’s sleep as well as a tool to help people better understand their needs and find the right products to help. This is further supported in-store by a series of workshops and events focusing on the insight that sleep is a truly individual experience entirely unique to a person.