Ad of the Day: Ikea

Bloodthirsty hordes make war on boring interiors in Australian 'Braveheart' parody

They may take your life, but they'll never take your Framstå.

Sydney ad agency The Monkeys—known as Three Drunk Monkeys before a sobering name change this month—has launched this epic, Braveheart-esque 60-second spot for Ikea Australia as the opening salvo of a big, new campaign themed, "Have a Gö." Directed by Hamish Rothwell, the ad shows an army of customers—every Longshanks and his brother for miles around—brandishing Ikea products and surging from the countryside toward their towns and into their poorly furnished homes, ready to make war on boring interiors and experiment with Ikea's funky and fashionable home furnishings. William Wallace would be mortified, but these are the kinds of battles that get fought in the suburbs in our day and age.

Epic-battle-scene parodies have been done plenty of times before, and this one could use some more comically violent moments throughout. But it gets points for creative casting—the retailer reached out to Ikea loyalty-card members across New South Wales, dozens of whom appear in the final spot. And it sufficiently communicates that something momentous is happening at Ikea Australia. And in fact it is—the campaign (including outdoor, print, radio, digital, social media, and PR) will build toward the opening on Sept. 8 of the largest Ikea in the Southern Hemisphere, in Melbourne, followed by a new Sydney store later in the year.

Picking furniture, of course, isn't really a life-or-death decision. But it's not without its moments of epic struggle—notably when you get the stuff home and try to assemble it.

Client: Ikea
Spot: "Have a Gö"
Agency: The Monkeys, Sydney, Australia
Executive Creative Directors: Justin Drape, Scott Nowell
Creative Director: Leslie Ali
Creative team: Tim Green, Tim Cairns
Head of Broadcast: Thea Carone
Executive Planning Director: Fabio Buresti
Strategic Planner: Fiona Lake
Group Content Director: Clare Jones
Content Director: Kate Blackadder
Content Manager: Ted Bergeron
Production Company: Goodoil Films
Director: Hamish Rothwell
Executive Producer: Sam Long
Director of Photography: Russell Boyd
Sound Design and Mix: Simon Kane @ Song Zu
Music: Elliot Wheeler.
Producer: Emma Hoy @ Turning Studios
Postproduction: Fin Design and Effects