Ikea releases 100 cats in store for latest ad

Ikea is set to launch a TV campaign on Saturday (11 September) featuring one hundred cats roaming around its Wembley store to push its 2011 catalogue launch.

The campaign is the first created by Mother London since it won the account in January. It shows the cats naturally getting comfortable and making themselves at home on beds, sofas and desks.

Using the new strapline "happy inside" the ad launches on ITV1 during the ad break for 'The X Factor' on Saturday. There will be a 30 and 90-second version of the ad.

The ad forms part of an integrated campaign that also features a competition. Users have to guess which pieces of furniture the ad's cats settled on to win that piece of furniture. The competition, created by Cake, is linked to Facebook so users can spread it on to friends. It is also being promoted in online ads.

Also hosted on the competition site is a short documentary about the owners of the cats and a "making of" film.

Feh Tarty, Mother creative director, said: "The idea behind the work is that cats know better than anything what makes them feel happy inside. They live their lives in pursuit of their own comfort. So we released a hundred cats into the Ikea Wembley store, for real, to see where they went and what furniture made them happy."

Anna Crona, Ikea director of marketing, said: "We’re going back to the roots of Ikea and its real company values, but in a modern way, using the creativity of Mother to tap into the UK market."

Watch the making of video 

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