Ikea 'playfight' by Mother

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The latest Ikea spot by Mother London shows a couple having a play fight before bed.

The ad is set to Asfalt Tango, a track by the Balkan brass band Fanfare Ciocarlia, with audio post-production from Factory.

The campaign will also feature ten-second spots on Channel 4 running around 10.30pm on Sunday to Thursday to remind people to go "happy to bed", which were inspired by the iconic BBC Nine O'Clock News idents.

As well as the TV work, activity includes a free mobile app that functions like an alarm clock for bedtime, allowing users to personalise their exact "happy to bed" time based on their sleep cycles.

Ikea has also commissioned an independent writer to thoroughly investigate what it means to go "happy to bed", who will write a daily blog as part of the exploration.

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Released: 22 August 2011

Creative in this campaign:

Credits

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Audio post-production
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Private View about this creative

Private View: Damon Collins and Paul Shearer

Private View: Damon Collins and Paul Shearer

With work from Ikea, Lucozade, Skcin, The Natural Confectionery Company, Times+ and Volkswagen

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