Ad of the Day: Ikea Drifts Between Dream and Nightmare in a Lofty Ode to Sleep

Real effects help create a surreal sequence in 'Beds'

Headshot of Alfred Maskeroni

This gorgeous and unnerving gem from Ikea and Mother London is so ethereal it couldn't have been filmed in the real world, right? Wrong, actually.

Many of the ad's surreal and gut-churning effects were created not with CGI but with daring practical effects, VFX shop MPC told Co. Create. "The tumbling protagonist and many of the beds were hung from cranes and suspended over buildings, as well as a skydiver jumping through the air during the three-day shoot in Johannesburg," the site reports.

Considering that we spend about a third of our life sleeping, this imagery feels oddly and uncomfortably familiar. Also conveying the sense of timelessness is the voiceover, reading a section from Shakespeare's The Tempest.

Like all dreams, this character's concludes in reality, with Ikea reminding us, "There's no bed like home." 


Client: Ikea

Agency: Mother, London

Production Company: MJZ

Director: Juan Cabral

Visual Effects: MPC

Production Company Producer: Stephen Johnson

Director of Photography: Eric Gautier

@maskeroni Alfred Maskeroni is director of video for Adweek.