Ad of the Day: Ikea's 'Wonderful Everyday' returns in colourful Fantasia-style spot

Ikea's longstanding 'Wonderful Everyday' campaign is back on screens, and this time the brand is turning its attention to the magic of celebration.

The new spot, created by the Swedish furniture giant's incumbent agency Mother London, encourages viewers to say 'Hooray! To the Wonderful Everyday,' showing a family coming together to mark special, but often overlooked, little moments.

Offering an antithesis to the plinky plonky piano soundtracks that pop up in ads at this time of year, the spot is set to the thumping tune of I'm Shakin' by White Stripes frontman Jack White. The Fantasia-esque ad opens by showing a young boy waking up early to a fanfare of praise from his family for doing so.

Other scenarios provoking elaborate celebrations include a satisfied grandfather finally completing a crossword, and another child learning how to tie a shoelace.

The TV commercial was shot by Patrick Daughters at Gorgeous, and will also run in cinemas as well as on social and mobile. 10 short films will showcase how items from Ikea can help create a celebratory atmosphere.

Ikea has been running its Wonderful Everday campaign since early 2014. It has taken various guises over the years, ranging from emotive romantic films to fun fast-paced stories.

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Rebecca Stewart

Rebecca Stewart is a reporter at The Drum. Based in London, she writes news, analysis and features around brand marketing and digital innovation. She has interviewed key figures from the likes of Airbnb, Amnesty International, Unilever, Facebook and Spotify, as well as covering international events like Ad Week Europe, Dmexco and Ciclope.

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