A few days after unveiling a nifty, two-minute music video that promotes its UK brand strategy revamp, IKEA has rolled out a making-of clip that’s not quite what you’d expect. Instead of the usual interviews with the production teams, soundbites/footage of people yelling “action,” shots of the hi-tech equipment being used and other trimmings that come with behind-the-scenes videos, IKEA and Mother tell us what the experience was like from the perspective of one of the characters involved.
Ladies and gents, meet “Darren the Bear,” an oversized, yet cuddly beast complete with thick Scottish accent who also happens to be part of the overnight cleaning crew at IKEA. Yes, folks, like the initial “Playing with My Friends” video itself, the making of is a little silly, a little playful and a little different altogether. Suddenly, we feel like watching a Michel Gondry or Spike Jonze film .