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Ikea “Brawn Bears” 2022

Ikea “Brawn Bears” (2022) is an Ikea commercial directed by Tom Noakes for Mother, produced by Prettybird. It won 2 awards, including Creative Circle 2022 Silver FILM CRAFT - Best VFX (single).

A family's home is transformed into a playful haven by muscular teddy bears, providing comfort and fun during a rainy night.

Video: Mother on Vimeo

Shot by shot

  1. A group of stuffed animals, including a lion, a panda, and a dog, are seen in a dark, cozy setting, possibly a bed or a pile of toys.© Ikea0:00
  2. A camera pans right to reveal a muscular teddy bear standing on a bed in a child's bedroom, with a window showing rain outside.© Ikea0:05
  3. Two muscular teddy bears wearing sunglasses stand outside a house at night, as a person exits the front door.© Ikea0:11
  4. A young Black girl in a yellow shirt and brown overalls plays with a blanket on a couch, then falls off, revealing two teddy bears on the floor.© Ikea0:19
  5. A man in a coral shirt enters a room through a dark door, carrying a large, light-colored pillow.© Ikea0:23
  6. A large, muscular teddy bear sits at a desk, opening a drawer and looking at the camera in a dimly lit room during a rainy night.© Ikea0:28
  7. A child in a blanket fort throws playing cards into the air, surrounded by pillows and string lights, in a playful moment.© Ikea0:33
  8. A man in a white teddy bear costume with a tiara holds a mirror to his face, which is made up with colorful makeup, then lowers the mirror to reveal the teddy bear's face, also made up, in a bedroom.© Ikea0:35
  9. A young girl and a man cheer excitedly inside a blanket fort, with a large teddy bear in the foreground.© Ikea0:38
  10. A young person sleeps on a sofa while two large teddy bears, one muscular and one carrying smaller bears, move around a cozy living room at night.© Ikea0:44
  11. A young Black girl sleeps in her bed as a large teddy bear sits beside her in a dimly lit bedroom.© Ikea0:48
  12. A fox rummages through an overturned trash can on a brick patio at night, illuminated by a single light source.© Ikea0:53

Stills © Ikea. Made by Mother, Prettybird and Tom Noakes.

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

The idea

Muscular teddy bears create a playful, comforting home haven for a family.

Tagline: “IKEA, the wonderful everyday”

anthropomorphic toyssecret helperschildlike wondercozy home transformationimaginary friends come to life

The cut

Length
60 s
Shots
35
Average shot
1.7 s

What creatives use Ikea “Brawn Bears” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Ikea “Brawn Bears”? 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 group of stuffed animals, including a lion, a panda, and a dog, are seen in a dark, cozy setting, possibly a bed or a pile of toys.© IkeaA camera pans right to reveal a muscular teddy bear standing on a bed in a child's bedroom, with a window showing rain outside.© IkeaTwo muscular teddy bears wearing sunglasses stand outside a house at night, as a person exits the front door.© IkeaA young Black girl in a yellow shirt and brown overalls plays with a blanket on a couch, then falls off, revealing two teddy bears on the floor.© Ikea
    Frames from Ikea “Brawn Bears”

  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 “Brawn Bears” in order, with its length, framing and what happens in it.

    A group of stuffed animals, including a lion, a panda, and a dog, are seen in a dark, cozy setting, possibly a bed or a pile of toys.© IkeaA camera pans right to reveal a muscular teddy bear standing on a bed in a child's bedroom, with a window showing rain outside.© IkeaTwo muscular teddy bears wearing sunglasses stand outside a house at night, as a person exits the front door.© IkeaA young Black girl in a yellow shirt and brown overalls plays with a blanket on a couch, then falls off, revealing two teddy bears on the floor.© IkeaA man in a coral shirt enters a room through a dark door, carrying a large, light-colored pillow.© IkeaA large, muscular teddy bear sits at a desk, opening a drawer and looking at the camera in a dimly lit room during a rainy night.© Ikea
    Length: 60 s · Shots: 35 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a childlike wonder

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

    Ikea “Brawn Bears” is built on a childlike wonder. Search the library by idea to see every spot that uses it.

    Aqualtis Washing Machine “Underwater World”© Aqualtis Washing MachineTommy's “Projecting Life”© Tommy'sIKEA Canada “Our Little World”© IKEA CanadaSquarespace “Manifesto”© Squarespace
    Aqualtis Washing Machine · Tommy's · IKEA Canada · Squarespace

More commercials by Tom Noakes

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Questions

Who directed the Ikea “Brawn Bears” commercial?

Tom Noakes directed it, produced by Prettybird, for the agency Mother.

Which agency made Ikea “Brawn Bears”?

Mother created it for Ikea (2022).

What awards did Ikea “Brawn Bears” win?

2 awards, including Creative Circle 2022 Silver FILM CRAFT - Best VFX (single) and Creative Circle 2022 Bronze FILM - Best TV 60secs & over (single).

What is the tagline of Ikea “Brawn Bears”?

“IKEA, the wonderful everyday”