Mother London launched a new, monkey-filled addition to its “The Wonderful Everyday” campaign for IKEA, entitled “Rediscover the Joy of the Kitchen.”
In the spot, directed by MJZ’s Juan Cabral, a group of monkeys discovers an IKEA kitchen in the middle of the jungle and have a lot of fun exploring, raiding and trashing it. The playful primates jump on light fixtures, play with water faucets, break dishes, discover a fridge full of bananas and make a mess while seemingly having a blast. The spot covertly shows off features of the kitchen while the playful primates’ entertaining hijinks play out. At the end of the ad, the tagline, “Rediscover the Joy of the Kitchen” makes for the implicit message that a new IKEA kitchen will make you as excited as the monkeys in the ad. There’s also an interesting moment where one of the monkeys presses the reverse button on the stereo and the action begins to unfold in reverse. The spot will make its broadcast debut on July 11, supported by digital, social media, OOH and print components.
Production Company: MJZ
Director: Juan Cabral
VFX Producer: Julie Evans
VFX Shoot Supervisor: Bill Macnamara
CG Supervisor: Fabian Frank
VFX Lead: Alex Lovejoy