Our latest ad of the week is a dreamy new spot for Ikea from Mother London, directed by Cadbury Gorilla director Juan Cabral, which uses CG visuals, a charming dog and an extract from Shakespeare to promote the retailer’s range of bedrooms…
The 90-second film, which aired on TV last night, opens with a woman waking in a bed high in the sky. She dangles her feet for a second before jumping into the clouds, tumbling past yet more beds and into the heart of a city, where she eventually lands in her own room alongside her partner and dog, who are fast asleep. Set to a reading from Act 4 of Shakespeare’s The Tempest, voiced by Prunella Scales, it ends with the strapline, There’s no bed like home.
The ad is the latest instalment in Ikea’s Wonderful Everyday campaign, and will be supported by an interactive website offering an animated A-Z of tips on getting a good night’s sleep. It’s a much grander production than previous Wonderful Everyday spots (including this brilliantly simple one for Metod kitchens) and is beautifully shot, from the hazy, dreamlike scenes of clouds at sunrise to sweeping views across Johannesburg, where it was filmed.
“It started out quite simple – we wanted to dramatise the idea that no matter where you travel, there’s nothing like your own bed at home,” explain Mother creatives Diego Cardoso de Oliveira and Caio Gainnella. “As the idea developed, it got a little more ambitious and we decided it could become more of a brand film showing not just Ikea products, but all the beds you sleep in at different times in your life,” they told CR.
Cabral and Mother worked with MPC on VFX and while some cloud scenes were created using CGI and green screens, much of the action was also shot in camera: scenes of the character’s fall were captured by filming her skydiving and for the final stage of her descent, she was suspended and lowered from an 80-foot crane in Johannesburg.
“It was a really fun shoot as all of the jumps were done for real,” explain de Oliveira and Gainnella. “We had a stunt double in place just in case, but the actress did everything herself, falling from cranes, buildings, and even a plane. At one point, we had a crowd of people accumulating to watch,” they add.
From 2012’s Playin’ with my friends to last year’s kitchen, Mother has produced some brilliant ads for Ikea, and this one doesn’t disappoint. It’s a simple idea and a great execution…
Director: Juan Cabral (MJZ)
Creatives: Diego Cardoso de Oliveira, Caio Gainnella
DOP: Eric Gautier
2D Creative Director: Bill McNamara
Colourist: Jean-Clément Soret