A new home is clearly put out by the arrival of a new family. The front door mat changes from saying Welcome to Who’s this? A portrait on the wall scowls. Paper on a desk folds into a gremlin.
But as the family unpacks, putting things that represent themselves in place, the house’s mood changes. The churlish, unwelcoming home starts to help them to make it their own.
The commercial by Mother London for Ikea highlights the importance for everyone to have a home where they feel like they belong, one that feels “like them”, and suggests the products to help them do that.
It is running across the UK and Ireland from October 3, in 20- and 30-second versions on broadcast TV, VOD, and digital media, plus a 60-second film in cinema and in-store.
To complete the campaign, a three-episode docuseries will be launched in social media. This will be co-fronted by a psychologist and an IKEA expert and each episode will feature different stories of people looking to make their homes feel more like them. Inspiration and ideas from the episodes will also be released as content on social media.
Credits
Agency: Mother London
Production Company: Somesuch
Director: Nick Gordon
Executive Producer: Scott O’donnell
Producer: Maddy Perkins
Production Manager: Marketa H
Production Designer: Cat Meredydd
Director Of Photography: Tom Townend
Editing Company: The Assembly Rooms
Editing: Sam Rice Edwards
Music Supervision: Arnold Hattingh, Ottilia Kjulsten @ Theodore
Sound: Jack Sedgwick @ King Lear
Post: Black Kite Studios
Producer: Amy Richardson
Shoot Supervisor: Tito Fernandes
VFX Lead: Adam Crocker
2D Artists: George Brunt, Guillaume Weiss,
3D Artists: Andrew Bartholomew, Fin Crowther, James Bown, Ronen Tanchum, Ewan Palmer
Colourist: George Kyriacou
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