Ikea Mattresses Knock Humans Through Walls
You know you want to watch
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