Mother has dived into the game show advert trend with both feet, launching two this month. The agency’s biggest undertaking is Don’t Crack for KFC, a game show that test devotion to chicken, but also launching is the dating game show, Storage is Sexy, for IKEA.

The premise makes a lot of sense – judging a potential love interest based on their wardrobe – what’s in it, how it’s organised… And the IKEA PAX wardrobe gets to star.  In each episode, three singles bare their PAX wardrobes to be assessed by a potential mate, while the wardrobe shows off what it can do.

The show is hosted by British influencer and TV presented, Charley Marlowe, whose effervescent personality and humour keeps the episodes rolling along.   

Credits:
Brand: IKEA UK
Creative Agency: Mother
Production Company: Faithful Hound
Director: Chris Faith
Producer: Emily Meyjes
Production Manager: Alice Pitt-Carter
DOP: Olly Wiggins
Editing: Andy Phillips @ The Chophouse
Sound: Ed Downham @ King Lear
Post Production: Wash Studios
Post Producer: Libby Cavenett
Colourist: Chris Bell
Music Supervisor: Jeremy Newton @ Holy Wax
Music Composer: Amy McKnight

Here’s Don’t Crack: