Ad of the Day: Lackadaisical ‘Lion Man’ stars in new spot from Ikea
Ikea has unveiled a TVC promoting the relaxing qualities of the living room, appointing the character of ‘Lion Man’ as its star.
Lion Man stars in new Ikea ad
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 forms, 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 terrifying prospect of a children’s party. The Swedish tones of Rikard Wolf encourage the audience to “relax into greatness” via voiceover, while By The Sleepy Lagoon – the theme tune to Desert Island Discs – provides a blissful soundtrack.
Retained agency Mother led the creative while the film was shot by Us as a parody of a wildlife documentary. The TV campaign, which will go live on 15 July, will be supported by press, cinema, digital, social, CRM, mobile and outdoor media.
Laurent Tiersen, IKEA UK and Ireland marketing manager, said: “Our hope is that ‘Lion’, the latest instalment of the Wonderful Everyday campaign, helps and inspires the nation to reclaim their living rooms – challenging everyone to think of it as a personal sanctuary to relax and recharge, because when you feel fresh, great things will follow.”
