Happiness is something you cultivate. Let your bedroom be the first step.
This is the last line of the dreamy narration in the new IKEA ad. It was created by CZAR Amsterdam and Havas Lemz.
The 65-second video, entitled Fully Charged, promotes sleep and good bedroom arrangements. However, it manages to hide the antagonistic nature of the topic through a calm narration that sounds almost like a parent reading a nursery rhyme or bedtime story to a child.
Accept the darkness and cherish the peace. Then, let’s go for that sweet release.
You can restore your mental balance by letting go of all thoughts and allowing yourself to float through any type of dream.
The video was viewed and previewed by AdWeek. It shows two women getting into a bed after putting their baby in his crib. As they fall asleep, the screen flashes images of a charged battery, which indicates that their rest is literally recharging.
Relax, unwind, and you’ll make it through. The battery image is now at 97%. He hums, almost fully charged.
The narrator continues storytelling and their batteries charge, while the women’s clothes magically get put back in place. This adds to the nursery rhyme feeling. Quick calls to IKEA products are included, which range from a closet and a set of blackout curtains to a mattress topper and boxspring. The text display also includes the IKEA model name as well as the price-point.
Doctor William C. Dement, a sleep expert and physician, says that new parents typically lose two hours sleep each night until their baby turns five months. They lose one hour per night between five and two years old. This ad sounds like a storybook but it is clearly targeted at parents who have trouble getting enough sleep while raising a toddler.
The narration is a clever way to connect with the audience. He speaks to the many worries and tasks that can cause sleepless nights.
Your mind is the most important thing in your life. So, use the nighttime as a time to recharge.
The video gives advice to parents, regardless of whether they are parents. Get good sleep so you can be fully charged the next day. Although the jury is still out on whether IKEA has the products, it is clear that good sleep habits are essential for a full rest and recharge.
