Ad Nut
Mar 14, 2017

Ikea's shaggy rug is a morning creature, apparently

Ludde, the brand's sheepskin rug, becomes the walking, breakfast-in-bed-making star of a pair of ads out of Australia.

It's only a matter of time before animated Ikea furniture items become as popular as the characters in Pixar animated films. Ad Nut enjoys the idea that the furniture items have a life of their own, even if their Sweedish names don't roll off the tongue as smoothly as 'Buzz' and 'Woody'.

Meanwhile, Ad Nut is rather impressed that the sheepish protagonist in these ads, Ludde, does not press the snooze button (if Dekad has one). It's no surprise to see the furniture adopt a human-like lifestyle under the brand's "The best day is the everyday" theme, complete with breakfast in bed.

Here's hoping Ad Nut's favourite, Billy the bookcase, will feature in a future campaign.

CREDITS

Client: IKEA Australia
National Marketing Manager: Kristin Bengtsson
National External Communications & Media Manager: Peter Moore
Marketing Communications Specialist: Joanna Roberts
Interior Design Leader: Christine Gough
Interior Design Leader: Melissa McInnes

Agency: The Monkeys
Chief Creative Officer: Scott Nowell
Creative Director: Barb Humphries
Senior Copywriters: Tim Pashen & James Harvey
Group Content Director: Humphrey Taylor
Senior Content Director: Kelly Howard
Senior Content Manager: Lauren Shelley
Head of Planning: Michael Hogg
Planner: Charlotte Marshall
Head of TV: Thea Carone
Senior Producer: Penny Brown

Media Agency: Mindshare

Production House: Blink Ink & FINCH
Director: Jonny & Will
Executive Producer: Bart Yates & Corey Esse
Producer: Kev Harwood
Line Producer: Marge McInnes
Production Manager: Daisy Bray
Storyboard Artist: Jamie Coe
Model Maker/Puppeteer: Alexander Berchert
Set/Layout Design: Arthur de Borman
DOP: Lachlan Milne
Puppeteers: Jonny & Will and Alexander Berchert

Edit House: The Editors
Senior Producer: Daniel Fry
Editor: Ryan Boucher

VFX: Finch Post
VFX Producer: Hazel Gibson
Head of VFX: Andy Timms
On-Set VFX Supervisor: Quade Biddle
VFX Artist: Jonte Wendt
Grade: Tristan La Fontaine

Sound House: Song Zu
Sound Designer: Abby Sie
Music Composition: Ramesh Sathiah
Executive Producer: Katrina Aquilia
Music Licensing: Level Two
Track: Boyfriend, Confidence Man

Ad NutAd Nut is a surprisingly literate woodland creature that for some unknown reason has an unhealthy obsession with advertising. Ad Nut gathers ads from all over the world and presents them for your viewing pleasure. Because Ad Nut loves you.

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