Ikea's latest U.K. spot out of Mother London is the perfect illustration for its tagline "The Wonderful Everyday."
In the TV, cinema and social campaign, directed by Patrick Daughters at Gorgeous, every element of a normal family day--from waking up to going to sleep--becomes a celebration. A little boy gets up early, so his family showers with him with banners, trumpets and a massive party. The stairs turn into a slide for his younger brother after he learns to tie his laces, and he then follows the family's shoes around the hallway in a "Fantasia"-style celebration. The little girl gets a B at school and the family pulls out a giant pinata. Grandpa finishing a crossword is cause for another hurrah, as is the baby finally nodding off to sleep.
Giant balloons, fireworks and cool VFX (by MPC) abound, set to the upbeat soundtrack of "I'm Shakin'" by Jack White. It's feelgood, joyous fun (and the latest in a series of top quality work for the brand by Mother, including its "Lion" ad this summer, and its spot featuirng flying beds.)