Ikea is fighting back against thirst traps, hustle bros and dancing influencers as it looks to help people wrest themselves away from their phones and get a quality night’s sleep.
The furniture retailer’s latest campaign sees the launch of three short, made-for-social films that illustrate how the online world is constantly holding us back from getting a proper good kip.
Developed in partnership with creative agency Mother, the creative calls out ‘thirst trap’ Instagram models, ‘hustle bro’ Andrew Tate wannabes and lip-syncing TikTokers for getting between us, and some much-needed rest.
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Luckily, Ikea mattresses appear just at the right time to send each insufferable influencer flying across the room – and at the same time, rather unsubtly showcasing the Swedish brand’s extensive range of quality mattresses.
With media planning and buying handled by Dentsu’s iProspect, the creative will be centred around the tongue-in-cheek strapline: ‘IKEA mattresses are ENGINEERED to keep you asleep… The world doesn’t want you to sleep, but IKEA mattresses do.’
The work follows on from the brand’s recent horror-inspired social media campaign also crafted by Mother, in which Ikea stores anthropomorphically come to life and roam the earth.
