Ikea "kitchen carousel" by Mother London

The second ad in Ikea’s "the wonderful everyday" campaign is a dizzy-making showcase of the retailer’s kitchen goods. Mother London created the 60-second spot, in which a family manages to work together harmoniously in a revolving kitchen thanks to Ikea’s practical products. At the end, a narrator says: "The kitchen is the busiest room in the house. If it doesn’t work for everyone, it doesn’t work at all." The soundtrack is This Head I Hold by Electric Guest. The ad was directed by Keith Schofield through Caviar. Its UK release on 18 April coincides with the launch of Ikea’s new Metod kitchen system.