Ikea: there’s a lion in the room

Resting 18 hours a day doesn’t make you a lazy good-for-nothing. Lions do it and, Ikea hopes, that people who see this ad break off from their ‘always on’ way of life.

Relax into Greatness is the name of the campaign unleashed by Ikea in the UK and Ireland. The agency, Mother London, uses the nature documentary format to induce busy people to sit back and reconsider.

Ikea’s idea is to encourage people to relax and recharge their batteries for the time when action is needed. The ad features ‘Lion Man’ at ease in his living room doing restful activities and conserving his physical and mental stamina, till the time comes for him to face his child’s birthday party.

With 60- and 20-second versions of the Lion spot, running on broadcast and in cinemas (only the 60-seconder), the integrated effort will also feature print, CRM, PR, out-of-home, digital and social media initiatives and will run from July 15 through Sept. 15.

Source : http://www.adweek.com/brand-marketing/ikea-and-a-friendly-lion-relax-into-greatness-in-charming-new-ad/