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,” an agency rep 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!

Each of the collisions was filmed using rigs, mannequins and the occasional stunt performer.

“These films had to really feel TikTok native at the start to make the mattress intervention as surprising and as welcome as possible,” notes Kemi Anthony, Ikea’s U.K. marketing communications manager. “Having the element of surprise was key to shake people out of their doom scroll and into a good night’s sleep.”

CREDITS

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