IKEA’s latest campaign, Yawns, explores the human reflex of contagious fatigue across public spaces. The commercial utilizes live-action technique to capture diverse groups as they react in tandem to the rhythm of a collective yawn, spanning environments from crowded city streets to quiet auditoriums. Natural light illuminates the candid framing, creating a neutral atmosphere throughout the visuals. The spot centers on everyday home products, with integrated French text overlays detailing pricing information. The project was produced by Henry with production service support from Tuna+Icon Serbia.
