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Brand
IKEA
Projectu up?

IKEA u up? 2025

Associated creatives

Rethink
RethinkAgency / Creative

Tags

ikea commercial videoikea commercialcommercial videopeople sleeping in bedpeople sleepingsleeping in bed

Description

This commercial video for IKEA titled u up? was created by Rethink to highlight their mattresses and sleep products. The video features various scenes of people struggling to sleep in bed during the night, utilizing humorous messaging and relatable nocturnal scenarios. The visual tone incorporates moody lighting, dimly lit bedroom settings, and nighttime smartphone use. The campaign clevery targets sleepless individuals late at night to promote comfortable mattresses.