On a gloomy New York morning, this new effort from Mother for IKEA adds a little pep to our step. The spot, dubbed “Playin’ With My Friends,” kicks off what is being touted as a new brand strategy in the U.K. and Ireland for home furnishing chain, IKEA. In the clip above, a young girl plays dinner party host to a variety of oversized characters including a robot, action figure and what appears to be Godzilla.
While visually appealing, the spot is helped aplenty by the grooving tune, which sounds a hell of a lot like Gorillaz (Update: It’s actually a re-recording of the BB King/Robert Cray song of the same name). While the scenario being played out is all in the girl’s head, the parties involved say that on a larger scale, it’s meant to help convey IKEA’s new, aforementioned strategy: Create campaigns focused on activities and needs in the home rather than just rooms in it. Whatever you take away from it is up to you, but we have to say we’re not frowning half as much. Credits after the jump.
Creative Agency Mother
Art Director Mother
Copywriter Mother
Planner Mother
Agency Producer Mother
Director
Production Co Blink
Producer Ewen Brown
Editor
Editing House Final Cut
Post Production MPC
VFX: MPC
VFX Producer: Julie Evans
VFX Supervisor: Tom Harding
Grade: Jean-Clement Soret
Audio post-production 750mph
Sound Design Sam Ashwell
DoP Stephen Keith Roach