IKEA: u up?
Brand
Date
Jun 2025
Description
IKEA taps into the universal experience of late-night restlessness with 'u up?', a campaign spotlighting the brand's mattress and sleep product range. Developed by Rethink, the commercial employs a humorous narrative that connects with viewers through the lens of nocturnal habits and common sleep struggles. Leaning into a moody aesthetic, the film utilizes dimly lit bedroom environments to ground the viewer in familiar, relatable scenarios. The production relies on live-action technique and a grounded, nocturnal visual language to present the product range in a contemporary commercial format.
Style
Humorous, Horizontal, Commercial, Moody
Industries
Background
Bedroom
Context
TVC / TV Commercial
Associated creatives
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