Omar Oakes was doubly impressed by Ikea's latest campaign, which encourages people to "win" at sleeping.
I was drawn in by the concept of sleeping as a competitive activity but, by the end of the ad, had the distinct impression that I needed a new lamp and set of bed sheets.
The spot was directed by Jones & Tino through Stink.
Brand: Ikea
Title: Win at sleeping
Agency: Mother
Client: Laurent Tiersen, UK and Ireland marketing director
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