IKEA UK has released a new advert, which is a presented as “the unknown prequel” to the well known fable about the hare and the tortoise.
The spot, created by Mother and directed by Sam Pilling through Pulse, shows us what the hare does the night before the race with the tortoise. We are also shown what the tortoise does. Thus, while the hare spends a few hours catching up with some friends and then playing video games until he almost falls asleep on the couch, the tortoise enjoys a good night’s sleep in her cosy bedroom and wakes up relaxed and refreshed, ready to take on the challenge (race against the hare).
The advert, set to the tune of the British hip-hop classic “Witness (1 Hope)” by Roots Manuva, ends with the hare waking up and realizing he’s late for the race.
The campaign runs across TV in the UK and Ireland since September 4. Starting September 14 it ill also run across social media, where the Swedish retailer will launch a series of films aimed to demonstrate that a good night’s sleep sets up for a brilliant tomorrow.
Additionally, there will also be thought-provoking posters – shot in camera by photographer Amy Currell – that highlights the benefits of sleep in comparison to products that promise the same result including anti-aging creams, energy drinks and vitamin supplements.