Creativity

A dull ghost party gets way more lively with the help of Ikea textiles

Ad from Mother London and Dougal Wilson encourages you to be a 'maverick with fabric'

By Alexandra Jardine. Published on Apr 16, 2018

Editor's Pick

Ikea's latest "Wonderful Everyday" ad from the U.K. takes the traditional depiction of "ghosts" in their white sheets and gives them a patterned-fabric twist.

The spot, directed by Blink's Dougal Wilson for Mother London, starts off in a darkened suburban house where the owners have just gone out. A bunch of white-sheeted ghosts appear and hold a somewhat dull party--they dance decorously to smooth electro-pop and hand round cocktail sausages. Then a bunch of patterned-fabric gatecrashers arrive. The interlopers put on some hip-hop and start body-popping, flipping around the floor, taking selfies and generally livening up the party--although you get the feeling the white-sheet ghosts disapprove somewhat.

However, when the owners' key turns in the lock, the fabrics quickly transform themselves into cushions, curtains and rugs to give the room a funky new feel. (As they sit down in their new room, the woman's comment, that it looks "quite nice," is a nice touch of typically British understatement.) The endline encouarges you to be a "maverick with fabric."

Mother, Dougal Wilson and post house MPC previously collaborated on Ikea's "Shirts" ad in 2015, and this spot has echoes of its of its whimsical charm.

In addition to the ad, a full-length music video has been created for the campaign, featuring the band Teleman, showcasing Ikea's textile offering with products changing to the beat of the music. The video is set to go live this week on YouTube and will also be used for the first time by the brand on Instagram stories.

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Credits

Date
Apr 16, 2018
Agency:
Mother London
Client:
Ikea
Director:
Dougal Wilson
Production Company:
Blink
Executive Producer:
James Studholme
Producer:
Ewen Brown
Director of Photography:
Lasse Frank
Editing:
Final Cut
Editing:
Joe Guest
Producer:
Michelle Corney
2D:
Bruno Fukumothi
Post House:
MPC
3D:
Diarmid Harrison Murray
Telecine:
Jean Clement Soret
Producer:
Amy Richardson
Sound House:
750MPH
Sound House:
Sam Ashwell
Producer:
Mary-Ann D'Cruz
Music Track:
Come Baby Come
Music Track:
K7

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