Ikea: Lion by Mother

Ikea has unveiled a TVC promoting the relaxing qualities of the living room, appointing the character of ‘Lion Man’ as its star.

Much like the rest of his species (the advert tells us), Lion Man spends up to 18 hours a day relaxing. In the film, which comes in 60-second and 20-second form, he’s seen reading, taking a nap, sipping on juice and watching fellow lions on the small screen, all the while recharging his batteries for when he’s needed to strike.

When the time comes, he’s faced not with a herd of wildebeest or a rival pride, but with the similarly terrifiying prospect of a children’s party. The Swedish tones of Rikard Wolf encourage the audience to “relax into greatness” via voiceover.