Ikea parodies wildlife documentary for 'relax into greatness' launch ad

Ikea's new integrated campaign urges people to "relax into greatness" and features a lion as the star of the launch ad, which breaks on TV this weekend.

Based on the fact that lions spend up to 18 hours a day at rest, the campaign, created by Mother London, follows the story of a lion recuperating in a living room.

Shot in a style that parodies a wildlife documentary, the film then sees the lion spring to life and revealed as a father in costume preparing for his child’s party. 

The campaign aims to highlight the importance of reclaiming the living room as the place in the home to relax and recharge.

The work carries the furniture retailer’s "Wonderful everyday" strapline and follows Ikea’s previous work in January that invited people to "win at sleeping". 

The 60-second TV will air on TV from 15 July and the campaign will also run across press, cinema, digital, outdoor and social. Vizeum handles media for Ikea in the UK.

Laurent Tiersen, Ikea UK and Ireland Marketing Manager, said" "Modern lives often leave us with the feeling that we should always be on the go, making enjoying downtime feel a bit indulgent.

"We work around the clock, consuming information 24/7 and are ‘always on’ which puts a toll on us all. We’ve all forgotten how to relax, especially in the living room." 

The TV ad was directed by Us (Chris Barrett and Luke Taylor) through Academy Films. 

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