IKEA’s new bed commercial begins with the striking admission, “1 out of 3 struggle to sleep in an IKEA bed.” That’s not a fact you would expect IKEA to be toting, but agency Try, and Bacon director, Jakob Marky, knew what they were doing. The ad continues to show the reasons Norwegians sleep badly – from being a new dad to the aftermath of an argument. Nothing to do with people’s beds.
The commercial gains the warmth of humour and the power of relatability before it reaches its promise, “Sleep well when you can” – and the recommendation of a Dunvik bed.
Credits:
Client: IKEA
Agency: TRY
Creatives: Caroline Riis & Eirik Sørensen
Project Manager: Marte Heiersted
Production Company: Bacon
Director: Jakob Marky
Executive Producer: Magne Lyngner
Producer: Kristi Strømmen Kjerpeset
Production Coordinator: Margrete Strømmen Kjerpeset
1st AD: Hans Christian Omsted
DOP: Daniel Voldheim
1st AC: Endre Torp
Sound Designer: Tom van Heesch
Colourist: Julien Alary @ TMLS
Colour Producer: Eli Sandal @ TMLS
VFX: Emanuel Kambo
Online: Markus Tangere
