There are some weird and (often) wonderful things coming out of Mother these days.
Its ‘Beds’ commercial for IKEA’s ‘Wonderful Everyday’ campaign last year was indeed wonderful; here’s the latest instalment.
Scarcely a flat pack in sight – in fact, no furniture of any description, just starry moments contrasted with home life (infused by IKEA, no doubt).
We often accuse agencies of just putting the brief on screen. Mother, as in this instance, usually declines. But is it too far from any kind of selling message?
Tricky one. Oh, sod it.
MAA creative scale: 8.