A lion lazing in the living room. Furniture advertising is a whole lot more interesting because Mother London and Ikea are in it.

Both have often shown a flair for brave ideas. And this ad is brave. It’s the lion’s story. The bits that belong to Ikea merely dress the story’s stage. It’s also an interesting conversation about stereotyping dads, housed in a parody of a wildlife documentary.

The lion turns out to be a dad in a costume, who delights his kids and their friends when they arrive for a party. And Ikea gets to be part of the family life every parent aspires to. It’s part of Ikea’s The Wonderful Everyday brand positioning, which promotes the joy that Ikea can add to family life.

Laurent Tiersen, Ikea UK and Ireland marketing manager, said: “Our hope is that ‘Lion’, the latest instalment of the Wonderful Everyday campaign, helps and inspires the nation to reclaim their living rooms – challenging everyone to think of it as a personal sanctuary to relax and recharge, because when you feel fresh, great things will follow.”

The ad was filmed by directing duo Us (Chris Barrett and Luke Tylor). The TVC is running in 60-second and 20-second versions in the UK, supported by press, cinema, digital, social, CRM, mobile and outdoor media.

Credits:

Creative Agency: Mother

Director: Us

Production Company: Academy Films

Executive Producer: Lizie Gower

Producer: Lucy Gossage

Director of Photography: Patrick Duroux

Editing: Stitch / Editor: Bill Smedey @ Work Post

Post House: MPC

Sound House: 750mph

Music Track: By the Sleepy Lagoon

Writer: Eric Coates

(By the Sleepy Lagoon Additional Production; Composer: Paul Sumpter; Writer: Sumpter)