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.

CREDITS:

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