Ikea's blue bag holds new wonders for a dull tea party

Mother London takes teacups for a spin

Published On
Aug 29, 2018

Editor's Pick

Mother London's latest campaign for Ikea celebrates the small things that make a home worth living in, even a simple set of dishes.

Bored with yarn duties, three women experience the magic of Egendom plates, bowls and mugs, after the items leap from a waiting Ikea bag to become a larger-than-life spinning teacup ride, à la Disneyland's Mad Tea Party.

"New Wonders Can Come Out of the Blue" (the "blue" of course being Ikea's giant Frakta bag) moves away from a focus on products for a specific room to new products now available at the retailer. Along with dishes, a teapot, napkins and a pot for a houseplant make an appearance.

Two more TV spots from Mother featuring new products and the blue Frakta bag will be released in the next two months. A revamped "New at Ikea" hub on the Ikea UK website will serve as test case before the retailer pushes it globally, supplementing the paper catalogue with a more accessible digital experience.

This isn't the first time Mother London has turned everyday activities into occasions for Ikea celebrations. Earlier this year, ghosts used towels and throw rugs to carouse while a couple ran errands. And last year, a family's small victories turn into reasons to party.


Aug 29, 2018
Client :
Director :
The Sacred Egg
Production Company :
Riff Raff
Executive Producer :
Matthew Fone
Producer :
Cathy Hood
Director of Photography :
Simon Chaudoir
Editing :
Sam Bould
Edit Company :
Cut & Run
Producer :
Ruth Minkley
Post House :
Producer :
Ryan Hancocks
Sound House :
Sam Ashwell
Sound House :
Music Composer :
Tom Player
Music Company :
Twenty Below
Agency :

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