On August 20, IKEA launched a new ad campaign ‘Happy to Bed’ showing the bedroom as more than just a place to go sleep. A 60-second TV spot called ‘Playfight’ is on air during the first episode of ‘The X Factor’.

The spot features a wife starting a play fight with her husband and expands into them throwing toys, pillows and socks at each other. The ad’s soundtrack is the ‘Asfalt Tango’ by Balkan Brass Band Fanfare Ciocarlia. The bedroom ad follows the success of last year’s kitchen-based ad ‘You’ll Always Find Me In The Kitchen At Parties’.

Mother, the agency behind the spot “aimed to widen bedtime beyond brushing your teeth, taking off any makeup and putting on pajamas and encourage people to celebrate bedrooms and make them a «happy destination to go to sleep», says Campaign Live.

The whole campaign, negotiated by media agency Vizeum, will include 10-second spots on running on Channel 4 at 10.30 p.m. Sunday to Thursday to remind people to go ‘Happy to Bed’. Digital extension of the campaign will include a free mobile app that allows to set off a bedtime alarm at the right time to fit into the user’s sleep cycle. And an independent writer will publish a post every day as part of the ‘Happy to Bed’ blog.

According to IKEA, the company has spent £2.5 million redesigning its bedrooms based on research on how people live in their homes. All this is done to inspire customers to create a happier space in their bedrooms.

Kemi Anthony, advertising manager at IKEA, said: «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.»

IKEA has also just launched a new blog about design and a photo-sharing community to help people exchange budget home design ideas.