Ikea Mattresses Knock Humans Through Walls

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Hustle bros, dancing influencers and thirst traps get knocked for a loop—straight through walls, in fact—by Ikea mattresses in slapstick ads from Mother London.

The problem: “We live in a time when online streaming platforms see sleep as their biggest competitor,” the agency says. “Sleep is a basic human need, but in the attention economy, where you can cash in by dominating eyeballs, everything is engineered to keep you awake.”

So, for the campaign: “We turned Ikea mattresses into sentient wrecking balls designed to take out as many distractions as possible.”

Thus, “People can focus on getting to bed on a comfy mattress instead of staying awake absorbing needless brain rot.”

Ikea’s made lots of great ads through the years, but this marks something of a fresh approach.

Here, the brand seems willing to skewer meme culture by crafting meme-worthy shorts that deliver the self-conscious silly.

Ikea’s mattresses do seem to have some rage issues. Still, their victims could wind up unconscious. So … sweet dreams!

CREDITS

Brand: Ikea U.K. & Ireland
Creative agency: Mother
Media agency: iProspect
Production: Mindseye
Post Production: 1920vfx
Colour: Harbour
Creative Production Studio: The Berry