Ringing in the year with a new campaign, IKEA UK redefines our notion of partying the night away. Picture this: flashing neon lights, loud beats, and your usual Friday night posse owning the latest nightclub—in PJs and nightmasks. Tight shots following “partygoers” slowly reveal a rather unusual scene: cups of calming tea in lieu of cocktail shots, cereal and comforting breakfast grub, and the ultimate star of the ad—IKEA’s latest line of beds and bedding.
Fittingly titled “Tonight Is To Sleep”, the advertisement was developed by Mother London UK and directed by MJZ’s Juan Cabral. It premiered on the IKEA Facebook page last January 16, highlighting the importance of a good night’s rest with a separate online resource on the science of sleeping better—somewhat of a luxury in these times. Read all about it here.
CREDITS
Agency: Mother London
Client: Ikea
Campaign: “The Nightclub”
Director: Juan Cabral
Production Company: MJZ
Production Company Producer: Alicia Richards
Production Company Production Manager: Amelia Hanbury
Line Producer: Julia Andren @ Tango Productions
Director of Photography: Tom Townend
Production Designer: Maria Djurkovic
Editing: Neil Smith at Work Editorial
Postproduction: Framestore
Post Supervision: Jordi Bares Dominguez
Postproduction Producer: Sophie Harrison
Colorist: Simon Bourne
Sound: Sam Ashwell @ 750mph
Music Supervision: Arnold Hattingh @ Theodore for In Dreams by Roy Orbison
