Clearly, advertising has changed drastically. While brands, marketers, production houses, and creatives across the globe are crafting films to ‘wake people up’, the IKEA Complete Sleep campaign to promote the launch of its new bedding collection aims to lull people to sleep.
How? That’s a great question. The creative campaign ideated and implemented by Memac Ogilvy harnesses the power of a yawn. which are notoriously contagious, to evoke a sensation rather than solely pushing a product, thus gently offering the soft, comfortable bedding as the solution for the sleep that naturally rises to the fore.
“Your dog yawns, you yawn. You yawn when someone yawns in a movie. You probably yawned from reading the word ‘yawn’ eight times in this paragraph. Fact is, the yawn is a powerful tool that can actually evoke a sensation even through a phone screen,” the brand said in a statement.
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Strategy and rollout of the Al-Futtaim IKEA Complete Sleep campaign
Set in plush, quiet and cosy bedrooms, the IKEA Complete Sleep campaign film has the camera gradually zooming in as a narrator delivers a purely informative script about the IKEA Complete Sleep collection. But just a few seconds in, he succumbs to a deep, lingering yawn. Despite this, he presses on with the voice over, battling this mega yawn to finish his lines.
The ads, which come off as infomercials at first, take a turn and eventually elicit a yawn from the viewer. As the thought of a quick power nap dawns, IKEA’s Complete Sleep collection comes back into focus.
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To make sure these ads hit when people are at their sleepiest, the three films air at key times tied to our natural sleep rhythms: late at night around 10 pm, early morning at 8 am, and, of course, during the infamous afternoon slump.
“This timing made it even more likely that viewers actually yawned while watching. The IKEA Complete Sleep campaign cleverly blends straightforward product information with creativity and humour. The scripts highlight the quality of IKEA’s bedding, but delivering the message mid-yawn adds a playful twist. More than just fun, it helps viewers actually ‘feel’ the warmth and cosiness of an IKEA bed. As they yawn along, the sensation of relaxation becomes almost tangible,” the brand shared in a statement.
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CREDITS
Agency: Memac Ogilvy Dubai
Hadi Ballout – Managing Director, Advertising – UAE
Moemen Metwally – Creative Director
Alicia McBride – Senior Art Director
Carl Khoury – Senior Copywriter
Brinda Singala – Art Director
Taha Khan – Copywriter
Hussein Krayem – Head of Content and Production
Juan Encarnado – Senior Content Creator
Ahmed Elbeshbishy – Content Creator
Karl Hitti – Head of Social
Ahmed Nour – Social Director
Yara Maalouf – Senior Social Account Manager
Layan Abdo – Senior Social Account Executive
Kevin Kurian – Business Director
Alaa Nour – Account Director
Georges Enkiri – Senior Account Manager
Nicole Correia – Senior Account Executive
Client: IKEA AL-FUTTAIM
Carla Klumpenaar: GM Marketing, Communication & Interior Design.
IKEA United Arab Emirates, Qatar, Egypt and Oman
Dina Al Sahhar: Regional Marketing Manager
IKEA United Arab Emirates, Qatar, Egypt and Oman
Jay Quadras: Regional Digital Marketing Leader
IKEA United Arab Emirates, Qatar, Egypt and Oman
Mohamed Maihoub: Regional Marketing Specialist
IKEA United Arab Emirates, Qatar, Egypt, and Oman
Houda Sfar: Regional Marketing Specialist
IKEA United Arab Emirates, Qatar, Egypt, and Oman
