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Top 6: September 16th 2020
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Ikea: The HareTop 6: September 16th 2020
IKEA has launched its new integrated campaign aimed at encouraging Britain to reappraise the night. The campaign, which continues to position IKEA as sleep experts, will appear in broadcast TVC (60 second) and online (90 second) across the UK and Ireland from 4th September, with social following 14th September and OOH on 21st September. It challenges sleep neglect by celebrating the truth that the more you sleep, the more you get out of life. As part of the new campaign IKEA has launched a new advert, The Hare. It opens with the sun setting over a city, where the hare is seen walking the streets on his way home from the gym. A noticeable sense of excitement fills the air as the city prepares for a big event the following day when the hare spots a group of friends, and he is encouraged to join them. Spending the next few hours catching up and laughing, the hare soon realises the time and that he should really head home now. Rather than getting straight into bed when he arrives home, the hare plays video games into the early hours. Despite feeling tired, he fights the urge to fall asleep and carries on playing before eventually nodding off. The camera pans out and shows a messy house, with stacks of magazines on the floor, frames unhung and curtainless windows streaming in light from outside. The ad then cuts to the morning, switching focus to a tortoise who is fast asleep in a cosy, tranquil looking bedroom – a far cry from the hare’s home. The blinds open, and she slowly opens her eyes before getting ready for the day. She looks relaxed and refreshed after a good night’s sleep. The tortoise is then seen leaving her house with her running gear on, preparing for her big race against the hare. The hare is nowhere to be seen and is still asleep on his sofa. The scene closes with the hare waking up and realising he’s late for the race. A reimagined prequel to the iconic tale of the tortoise and the hare, the underlying campaign message is that a great day starts the night before with a great night’s sleep. The TVC, shot by Sam Pilling, used costumes designed by Robert Allsopp and puppetry to bring to life the hare and tortoise characters.
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