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News & Insight

Ikea’s New Commercial Is Fit For Your Dreams & The Silver Screen

By Kishore Sawh on July 29th 2014

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Inspiration really can come from the most curious places. When it strikes me, it’s typically from some semi obscure find, or the inspiration itself will be far removed from what it is I’ve been moved by. It’s the sort of feeling that catches me by surprise, and makes me think or murmur, “Of all the gin joints in all the world…” Ikea, isn’t usually a beacon for this sort of inspiration. Sure, with their pleasing blend of Swedish sensibility and Dutch design, it’s hard not to marvel, but their latest commercial is probably the best creative design piece from the company to date.

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The strapline is ‘There’s No Bed Like Home,’ and it’s a minute and a half long film that really makes you feel it. It begins with a tidy brunette in a sleeping gown on a bed among the cirrus clouds, with a view normally reserved for trans-Atlantic airliners and the Gods. With her feet dangling and with only minor hesitation, she lets herself fall from bed to bed. Each fall seems slightly more terrifying than the last, but she is dissuaded from the quest ofarriving in her own bed, with a satisfying, soft crash. It’s entirely beautiful.

[REWIND: Creamlapse: A Delicious Hyperlapse Starring Your Favorite Summer Treats]

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What will no doubt have you, a visual enthusiast, focusing on, is just how well shot it was. It looks incredibly convincing that she is falling through the sky, and near a building etc. This is probably because she was. The VFX geniuses at MPC and Mother London did mixes of CGI and green screens, though it appears, from the behind the scenes video (see foot of article) that much was actually shot in-camera. According to Creative Review, the actress actually did all the shots herself from falling from buildings, and cranes, and even a plane. It’s all really well done.

Thoughts

The whole thing is narrated to a passage from Shakespeare’s The Tempest, and how befitting a passage. If you’re unfamiliar with the story, I’ll say that there’s a lot of visual magic used by the leading character, and the passage used (IVi.148-158) is that character speaking about how his illusions and theatrics were to end, and there would be nothing left of them. That they will fade without leaving a trace, as a dream, “and our little life is rounded with a sleep.” (full passage below) Oh, and in typical fashion of the Shakespearean days, there’s even a bit with a dog.

I write this at 4am as I suffer from insomnia, and this commercial is actually making me long for my bed. I should note that there are literally hundreds of dollars of pillows scattered around my bed that I’ve accumulated on my quest for a good night’s sleep, and it’s strange that the cheapest I have, is from Ikea, and it’s the one I use most. This commercial is actually to be paired with a website that offers an interactive A-Z tips list on getting a good night’s sleep. Bonus.

Our revels now are ended. These our actors,
As I foretold you, were all spirits, and
Are melted into air, into thin air;
And, like the baseless fabric of this vision,
The cloud-capped towers, the gorgeous palaces,
The solemn temples, the great globe itself,
Yea, all which it inherit, shall dissolve;
And, like this insubstantial pageant faded,
Leave not a rack behind. We are such stuff
As dreams are made on, and our little life
Is rounded with a sleep. (IV.i.148–158)

Source: Creative Review

About

A photographer and writer based in Miami, he can often be found at dog parks, and airports in London and Toronto. He is also a tremendous fan of flossing and the happiest guy around when the company’s good.

Q&A Discussions

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  1. Ipek Amdahl

    Great commercial!

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  2. Kurk Rouse

    Good Stuff

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  3. Paul Blacklock

    After seeing all the planes crashes of last week, not sure if its a good idea for a commercial.

    but well done on the technical side of things.

    congrats for that

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  4. Nick Viton

    The commercial reminds me of a vivid dream I had as a kid (I was doped out on cold medication), falling through the sky, through white fluffy clouds. I awoke in the morning, on the floor, wrapped in my comforter. I had dreamt I was falling when I was actually falling out of my bed!

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  5. Ian Moss

    Great commercial.

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  6. Ralph Hightower

    Does IKEA sell waterbeds? Great commercial.

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  7. Tyler Friesen

    Fantastic Commercial

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  8. MARTIN MIANO

    Really great commercial.. Nice work by the team

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  9. Peter Nord

    That woman really earned her pay!

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  10. Cha

    I love seeing creative commercial work that does more than just try to sell, but also inspire.

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  11. Rafael Steffen

    The shot was done in a such realistic form that breaks away from any bed comercial I have ever seen. Great images and realistic falls.

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  12. Steven Lelham

    I really want to sleep on that bed now

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