Pick of the week: Ikea "Win at sleeping" by Mother

Omar Oakes was doubly impressed by Ikea's latest campaign, which encourages people to "win" at sleeping.

I was drawn in by the concept of sleeping as a competitive activity but, by the end of the ad, had the distinct impression that I needed a new lamp and set of bed sheets.

The spot was directed by Jones & Tino through Stink.

Brand: Ikea
Title: Win at sleeping
Agency: Mother
Client: Laurent Tiersen, UK and Ireland marketing director