IKEA UK is rolling out a new phase of its “Wonderful Everyday” campaign with a mesmerizing spot, “Beds,” dedicated to a comfortable night sleep. The piece features a girl who is falling from the skies in a big city, rolling from bed to bed on her way down.
The 1.5-minute spot by Mother celebrates the fact that “there’s no bed like home.” English actress Prunella Scales voices the piece, reading a passage from Shakespeare’s “The Tempest.” The girl, who is part of this surreal flight, ends up in her own bed and wakes up, lying next to her man. The ad will come in three versions—90, 60, 30 and 10 seconds—which will be aired in the UK and Ireland through September 19 starting July 13.
The effort promotes IKEA’s bedroom and bathroom ranges that will help make every start of the day perfect. The brand is also planning to release the IKEA A-ZZZ, which is “a definitive guide to beginning and ending each day wonderfully.” The new promotion launches ahead of a bigger campaign, dedicated to the release of IKEA Catalogue 2015 in September.
This is the third installment of the campaign—the first two centered around sustainable lighting and the other is dedicated to comfortable kitchens. The new phase is all about cozy beds and bathroom, highlighting the ultimate pleasure of having a great sleep and wake up in a great bed. Last month, IKEA also revealed a survey that analyzed the morning routines around the world.
“We spend a great deal of time and money planning a wonderful two week holiday, but pay little attention to the things we do on the other 50 weeks of the year, and this is what we’re really curious about—the everyday,” commented Peter Wright, IKEA UK and Ireland Marketing Manager. “To IKEA the everyday is the biggest design challenge—whether it’s getting your kids ready and out of the house in the morning on time, or having the right storage for your shoe collection. These are the types of challenges people face every day, and where we believe we have the inspiration and solutions, to make the everyday, especially the morning and evening, a little easier.”