When it gets to that time of the evening, how do you feel? Do you enjoy nothing more than unwinding and slowing preparing for bed? Or do you and your bedroom have more of a love-hate relationship, is it just somewhere to crash when your body is begging for some sleep!
Ikea’s new ‘Happy to bed’ campaign aims to change the views of those of you in the latter category. With the 60 second advert ‘Playfight’, Ikea are looking to encourage a bedroom celebration and make it more than just a place to sleep.
Following the success of last years kitchen ad (the one that had us all singing Jona Lewie’s 80’s hit – ‘You’ll always find me in the kitchen at parties’), the advert was aired during the launch of the first X-factor show of the year. Over the next few weeks, Channel 4 viewers will see a series of 10 second snippet clips reminding them to go ‘Happy to bed’ on school nights. The campaign will be cleverly supported by a free mobile app featuring a customised bedtime alarm and a daily post on the ‘Happy to bed’ Blog.
The playful ad sees a wife throwing a teddy at her husband as he starts to nod off on the sofa. With the husband looking to get his revenge, the couple then embark on a bedroom battle with pillows, the duvet and even socks sent airborne. As the pillow rips, and there’s feathers galore, it’s impossible not to feel a part of the fun and crave your own bed time brawl!
At the centre of it all is the aim of the game; one of Ikea’s beautifully redesigned bedrooms. With wind that the bedroom is one of the most neglected rooms in the house, Ikea’s new design concepts take in exactly how consumers use their homes. Equipped with the stylish storage space and central featured bed, you can’t help but notice the beautiful setting of the playfight (especially as the husband opens the jewellery drawer for more ammunition, who wouldn’t want a cleverly designed draw especially for your bracelets, rings and more)!
I think we’re with Ikea on this one; it’s time to set our bedtime alarms and enjoy the room as more than just a place to sleep (maybe investing in a jewellery drawer whilst we’re at it)!
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