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IKEA “Beds” 2014

IKEA “Beds” (2014) is an IKEA commercial directed by Juan Cabral for Mother, produced by MJZ. It won 28 awards, including Cannes Lions 2015 Film Gold, British Arrows 2014 Craft Best Crafted Commercial of the Year Gold and Clio 2015 Silver — Film Technique.

People dream of floating through the sky on their beds, experiencing various adventures, before waking up in their comfortable IKEA beds, highlighting the comfort and dream-like quality of their products.

Video: 750mph on Vimeo

Shot by shot

  1. A very close-up shot of a person's head, with their blonde hair covering most of the frame, as they sleep soundly in bed.© IKEA0:00
  2. A person's hand gently touches a bedsheet, with soft light illuminating the scene, suggesting comfort and tranquility.© IKEA0:09
  3. A person's bare arm and foot extend out from a white sheet, seemingly floating above a vast expanse of clouds and blue sky.© IKEA0:15
  4. A person with light brown hair and a white shirt is seen from the chest up, tossing and turning in bed, covered by a white blanket.© IKEA0:21
  5. A person's arm and hand are seen pulling a patterned pillow and blanket, with a light blue sky visible in the background.© IKEA0:24
  6. IKEA “Beds”, shot 29© IKEA0:31
  7. A young woman with long brown hair watches a rocket launch into the sky from above the clouds.© IKEA0:39
  8. A small, golden object, possibly a button or bead, floats in the center of a blurry, light purple and gray background.© IKEA0:48
  9. A woman's bare legs dangle in the air, with a city skyline visible far below, suggesting she is floating or falling.© IKEA0:56
  10. A small white plane flies past tall, modern buildings in a bustling city during the day.© IKEA1:03
  11. A young woman in a white dress floats horizontally in the air, with a modern building's reflective glass facade in the background.© IKEA1:10
  12. A person is seen from above, floating in a dark void with a bright vertical beam of light shining down on them.© IKEA1:14

Stills © IKEA. Made by Mother, MJZ and Juan Cabral.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Dream-like adventures in the sky, ending in the comfort of an IKEA bed.

Tagline: “THERE'S NO BED LIKE HOME”

dream sequencemagical realismflying objectscontrast between fantasy and realityeveryday objects in extraordinary settings

The cut

Length
90 s
Shots
69
Average shot
1.3 s

What creatives use IKEA “Beds” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of IKEA “Beds”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A very close-up shot of a person's head, with their blonde hair covering most of the frame, as they sleep soundly in bed.© IKEAA person's hand gently touches a bedsheet, with soft light illuminating the scene, suggesting comfort and tranquility.© IKEAA person's bare arm and foot extend out from a white sheet, seemingly floating above a vast expanse of clouds and blue sky.© IKEAA person with light brown hair and a white shirt is seen from the chest up, tossing and turning in bed, covered by a white blanket.© IKEA
    Frames from IKEA “Beds”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of IKEA “Beds” in order, with its length, framing and what happens in it.

    A very close-up shot of a person's head, with their blonde hair covering most of the frame, as they sleep soundly in bed.© IKEAA person's hand gently touches a bedsheet, with soft light illuminating the scene, suggesting comfort and tranquility.© IKEAA person's bare arm and foot extend out from a white sheet, seemingly floating above a vast expanse of clouds and blue sky.© IKEAA person with light brown hair and a white shirt is seen from the chest up, tossing and turning in bed, covered by a white blanket.© IKEAA person's arm and hand are seen pulling a patterned pillow and blanket, with a light blue sky visible in the background.© IKEAIKEA “Beds”, 0:31© IKEA
    Length: 90 s · Shots: 69 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a dream sequence

    Before you present an idea, you need to know who has done it, and how.

    IKEA “Beds” is built on a dream sequence. Search the library by idea to see every spot that uses it.

    Waitrose “The Gastronaut”© WaitroseNetflix “Discover Your Future”© NetflixNike “Awaken Your Madness”© NikeAudible “Soaking Detective”© Audible
    Waitrose · Netflix · Nike · Audible

More commercials by Juan Cabral

More from Mother

Award-winning home commercials

Questions

Who directed the IKEA “Beds” commercial?

Juan Cabral directed it, produced by MJZ, for the agency Mother.

Which agency made IKEA “Beds”?

Mother created it for IKEA (2014).

What awards did IKEA “Beds” win?

28 awards, including Cannes Lions 2015 Film Gold, Cannes Lions 2015 Film Gold (Retail Stores), British Arrows 2014 Craft Best Crafted Commercial of the Year Gold and British Arrows 2014 Craft Gold — Best Crafted Commercial Of The Year.

What is the tagline of IKEA “Beds”?

“THERE'S NO BED LIKE HOME”

Sources for the credits and awards

mjz.comweb.archive.orgThe WorkThe Workbritisharrows.comdandad.orgThe WorkThe Workweb.archive.orgweb.archive.orgweb.archive.orgweb.archive.org