Ikea makes sleep into a sporting event

Mashing up the conventions of the sport-related montage with an ad for bedding products makes for an enjoyable 60 seconds in this UK spot for Ikea, by Mother London. The win-at-all-costs voiceover, delivered by a former coach over pounding drums, is particularly effective in upping the tension, and thereby the amusing contrast.

Ad Nut thanks the ad nuts at Campaign UK, who covered this work first and have some more details including credits.

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