Campaign of the Month: Ikea – The Nightclub

January 21, 2019 | by Cécile Fischer

2019 is the year to sleep, or so it seems, as articles fly around the web encouraging people to make sleeping a new year’s resolution this year. Here. Here. Here. And here; if Ivanka can do it, so can we.

Ikea’s ad comes in at just the perfect time. We see young adults in their pyjamas turn up at the new club in town, a club of comfy beds, herbal teas and extensive dental hygiene. And as the wild party-goers drift off, sheep jump out and burst into glitter –an interesting and much more fun way of counting sheep to keep in mind next time you’re desperately trying to fall asleep. “One sheep. POOF. One sheep again. POOF. Back to one sheep. POOF”. On and on.

Reminiscent of kids’ pyjama parties but for adults –all it’s missing is the pillow fight–, the ad encourages the value of sleep –”Tonight is to sleep”–, something that can be greatly overlooked in today’s society. After a healthy diet, a good workout routine, it’s sleep’s turn, or more importantly, better sleep. And, boy, is Ikea making sleep fun. Now that’s a party I’d love to attend.

The ad was directed by Juan Cabral through MJZ.

Agency: Mother London

Client: Ikea