ADVERTISING CAMPAIGNS

Editor's pick. IKEA sends the UK happy to bed

Client: IKEA

Agency: Mother London

Home furnishing experts IKEA today announce the launch of a new integrated advertising campaign titled ‘Happy to Bed’, which aims to position the bedroom as more than just a place to go sleep.

The campaign begins with a sixty second TV spot ‘Playfight’ which will break in the first Episode of X-Factor on Saturday August 20. ‘Playfight’ features a wife instigating a play fight between her and her partner, tossing toys, pillows and socks at each other, reminding grown-ups of the fun they had as children before going to sleep.

Kemi Anthony, Advertising Manager at IKEA comments: “We want to be the experts in truly understanding peoples’ needs, wants and dreams to help them live a happier life at home. Through our research, we found that the bedroom is one of the most neglected rooms in the home. In the new campaign we want to highlight that IKEA has everything you need to go happy to bed all under one roof and at prices everyone can afford.”