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Mother shows off its full range of skills in One Room Paradise for IKEA

Will agencies ever develop online content for brands as a revenue stream to rival ads?

We’ve been hearing about it for years but it hasn’t really happened. Although it’s reportedly the reason Hollywood talent agency William Morris Endeavor chose to invest north of $100m for a 49 per cent stake in Droga5, announced yesterday.

UK-based Mother is pretty good at turning its hand to formats outside ads and here’s a film/music video/online ad, call it what you will, for IKEA.

One Room Paradise (sung on the ad by Elayna Boynton) is an old Aretha Franklin tune and covering anything by the great Ms Franklin is a pretty daunting task.

But it’s a good job by everybody concerned. Pretty nifty animation too.

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Aretha Franklin deal droga5 Elayna Boynton mother one room paradise online film william morris endeavor

About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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