Ikea "Relax into greatness" by Mother London

Lions, say Ikea, spend up to 18 hours a day relaxing, so what better animal to demonstrate the brand's commitment to creating spaces for weary parents to unwind in?

The film parodies a wildlife documentary to explain how lions spring to life once fully recuperated. In this case, the king of the jungle turns out to be a dad 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.