Watch: Ikea's latest TV ad

A flock of T-shirts migrate like birds across land and sea before settling in a wardrobe in the latest ad in Ikea's 'The Wonderful Everyday' campaign.

The spot, called "the joy of storage", was created for the furnishing company by Mother. It will first air on TV in the UK and Ireland on 10 January with print, digital and outdoor executions to follow.

The idea behind the ad is to get people to appreciate how good it feels to have great storage, and the order it brings to your life.

Peter Wright, Ikea’s UK and Ireland marketing manager, said: "Storage has long been a very functional part of home improvements, but at Ikea we see things differently.

"Whether you have a detached house in the country or a one-bed flat in town, we know that there is joy and satisfaction in giving the things you love a home, whatever your storage needs are.

"The 'joy of storage' is about the time saved and the stress reduced when you have things easily to hand, stored out of sight, or the freedom you get when things are in order."

The TV ad was shot by Dougal Wilson through Blink Productions. Vizeum handled the media.

Campaign named Ikea’s "the wonderful everyday" as its Campaign Of The Year for 2014.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published