Mother London’s new commercial for Ikea, Playin’ with my Friends, is ok. It follows the Ikea U.K. pattern of commercials set to music and accompanied by a music video version, underscored by a reworking of the BB King song by Welsh band, Masters in France. It’s happy, with its pop song, bright colours, toys-come-to-life and blithe children preparing for a part in their Ikea-accessorised home.
Mother creative, Danielle Noel, said the spot was “created to launch Ikea’s new strategy, which is to focus on different activities that you can do in the home rather than creating campaigns room-by-room. This was the first ‘entertaining’ one, and it was about children, so it really made sense to make a music video that was fun and imagined through the eyes of a child.” Fair enough.
“Striking that middle ground was important to us. And also making sure it was fun as it was seen through the eyes of a child.” Got it.
So, it answered the brief. And made the client happy.
Then, three days later, Mother launched something more Mother-like. The ‘making of’ video is where the Mother creative sparks we know and love to watch have ignited the execution. The star of this show is Darren the Bear, one of the cast members of the commercial. He shows the audience his workplace and his work…and that magical day when he was given the chance to put down his broom and be a star. With his very human personality, working class accent and the amateur video style, this is great advertising.
Of course, it’s Mother’s advertising for Mother. Sometimes you get great clients to work with.
Director of the Ikea spot is Dougal Wilson for production company, Blink.
Director of the making of video, produced in-house, is Bosh.
Mother creatives on Ikea are Thom Whitaker and Danielle Noel.