Peter Wright, marketing manager for UK and Ireland at Ikea, said he plans to completely "transform and revitalize" the brand in the UK with its latest ads taking on the form of "music videos". He went on to say, "[Ikea is] moving from talking about products to talking about activities in the home. It's actually going to be done in the style of music videos. They're all up and coming artists so there will be a series of up and coming re-recording of tracks."
We'll be looking forward to seeing more this campaign, full credits and song/music artist to come.
See the behind scenes making of the advert HERE and meet Darren The Bear.
Updated: The music is a remake of the song "Playing With My Friends" by BB King and Robert Cray.
Creative Ad Agency: Mother, London
Director: Dougal Wilson
Production Co.: Blink
Producer: Ewen Brown
Editor: Ed Cheesman
Editing House: Final Cut
Post Production: MPC