Ikea Spoofs Fad Products in Print Ads About the Wonders of Sleep

Get the effects that creams, drinks and pills can't

Yesterday we took a look at Ikea and Mother London's delightful modern take on "The Tortoise & the Hare," part of its new "Tomorrow Starts Today" campaign positioning the home-goods retailer as sleep experts.

Now, have a look at the equally charming print campaign.

Three ads spoof fad products like energy drinks, anti-aging creams and vitamin supplements—but with Ikea sleep products playfully inserted into the scenes. The point being that there really are no shortcuts to the physical benefits of a good night's sleep.

Andy Knight Ltd., a group of artists and set builders who create one-off set and prop constructions, built actual large-scale models of the fake products. Then, photographer Amy Currell shot them in-camera, adding the Ikea bedding.

The ads are running in print and OOH placements across the U.K. and Ireland. The campaign "challenges sleep neglect by celebrating the truth that the more you sleep, the more you get out of life," according to press materials.


Client: IKEA UK & Ireland
Strategy: Mother
Creative: Mother 
Production Company: The Miss Jones Agency
Photographer: Amy Currell
Stylist: Amy Friend
Model making: Andy Knight Ltd

Tim Nudd
Tim Nudd is editor in chief of the Clio Awards, editor of Muse by Clio, and host of the podcast Tagline. He is the former creative editor of Adweek.

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