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For parents, sleep is the world’s most precious resource. But many forces seem aligned to deny it to you, from the capricious sleep schedules of children to your mind’s litany of self-doubts and unfinished tasks.
In Ikea’s newest ad out of Amsterdam, agency Havas Lemz and production house CZAR Amsterdam create a beautiful and calming meditation on good sleep.
The visuals tell the story of a same-sex couple catching what sleep they can while their toddler is down, and we see the house magically tidying itself as the moms’ internal batteries recharge (though I’d argue that the fact they reach 100 percent is more unbelievable than the laundry putting itself away).
But it’s in the copywriting that this 60-second spot truly shines.
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