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Ikea “Nightwalkers” 2013

Ikea “Nightwalkers” (2013) is an Ikea commercial directed by Jesper Ericstam for Akestam Holst, produced by Social Club. It won one award: Epica 2013 Gold Homes, Furnishings & Appliances.

People are sleepwalking through their homes at night, driven by their subconscious desires for comfort and better sleep, only to wake up in the morning having created cozy, personalized sleeping arrangements with IKEA products.

Video: Social Club on Vimeo

Shot by shot

  1. A man with curly blonde hair, wearing a white t-shirt and blue briefs, walks through a dimly lit bedroom carrying a stack of bedding.© Ikea0:08
  2. A man with light brown hair and a white t-shirt is sleeping in bed, then wakes up and looks around in a dark bedroom.© Ikea0:14
  3. A woman in pajamas stands on a table, holding up a patterned sheet to cover a window, while a man sleeps in bed in a dimly lit bedroom.© Ikea0:29
  4. A man with curly blonde hair sleeps soundly in bed, illuminated by a soft light, in a dark bedroom.© Ikea0:31
  5. A young woman in pajamas stretches in a bathtub, seen through a doorway in a cozy bathroom during the day.© Ikea0:40
  6. A young girl with blonde hair in pajamas peeks out from a closet filled with pillows and blankets in a cozy, sunlit hallway.© Ikea0:42
  7. A cat jumps off a woman's shoulder onto a kitchen drawer, then the woman in a bathrobe looks out a window in a bright kitchen.© Ikea0:44
  8. A man in his underwear and t-shirt gets out of the back of a car in a snowy backyard and waves to another man.© Ikea0:45
  9. A man in red pajamas and a red hat waves goodbye while holding a pillow, standing next to a colorful tent in a snowy backyard.© Ikea0:47
  10. A baby in pajamas sleeps soundly on a bed in a bright bedroom, with the IKEA logo and "SLEEP TIGHT" text superimposed.© Ikea0:55

Stills © Ikea. Made by Akestam Holst, Social Club and Jesper Ericstam.

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

The idea

Sleepwalking people create their ideal sleep spaces.

Tagline: “SLEEP TIGHT”

sleepwalking anticssubconscious desiresmorning revealcozy transformationdream-like atmosphere

The cut

Length
60 s
Shots
31
Average shot
1.9 s

What creatives use Ikea “Nightwalkers” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Ikea “Nightwalkers”? 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 man with curly blonde hair, wearing a white t-shirt and blue briefs, walks through a dimly lit bedroom carrying a stack of bedding.© IkeaA man with light brown hair and a white t-shirt is sleeping in bed, then wakes up and looks around in a dark bedroom.© IkeaA woman in pajamas stands on a table, holding up a patterned sheet to cover a window, while a man sleeps in bed in a dimly lit bedroom.© IkeaA man with curly blonde hair sleeps soundly in bed, illuminated by a soft light, in a dark bedroom.© Ikea
    Frames from Ikea “Nightwalkers”

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

    A man with curly blonde hair, wearing a white t-shirt and blue briefs, walks through a dimly lit bedroom carrying a stack of bedding.© IkeaA man with light brown hair and a white t-shirt is sleeping in bed, then wakes up and looks around in a dark bedroom.© IkeaA woman in pajamas stands on a table, holding up a patterned sheet to cover a window, while a man sleeps in bed in a dimly lit bedroom.© IkeaA man with curly blonde hair sleeps soundly in bed, illuminated by a soft light, in a dark bedroom.© IkeaA young woman in pajamas stretches in a bathtub, seen through a doorway in a cozy bathroom during the day.© IkeaA young girl with blonde hair in pajamas peeks out from a closet filled with pillows and blankets in a cozy, sunlit hallway.© Ikea
    Length: 60 s · Shots: 31 · Average shot: 1.9 s

More commercials by Jesper Ericstam

  • Allegro "English for Beginners" (2017) commercial still© AllegroAllegro “English for Beginners” 2017Dir. Jesper Ericstam · Bardzo (Warsaw)Epica Grand Prix 2017
  • SJ "Heroes" (2007) commercial still© SJSJ “Heroes” 2007Dir. Jesper Ericstam · KingEpica Bronze 2007
  • Hyundai "Toy Boy" (2000) commercial still© HyundaiHyundai “Toy Boy” 2000Dir. Jesper Ericstam · Leo BurnettANDY Awards Distinction 2000
  • Electrolux "Wash Life Balance" (2025) commercial still© ElectroluxElectrolux “Wash Life Balance” 2025Dir. Jesper Ericstam · Publicis
  • Cross Country Trains "Breaking the Norm" (2024) commercial still© Cross Country TrainsCross Country Trains “Breaking the Norm” 2024Dir. Jesper Ericstam · McCann Erickson
  • Cheerios "Cheerios - Untitled" (2023) commercial still© CheeriosCheerios “Cheerios - Untitled” 2023Dir. Jesper Ericstam

More from Akestam Holst

  • Sas "Big Bike Ride" (2016) commercial still© SasSas “Big Bike Ride” 2016Dir. Jens Jonsson · Akestam HolstEpica Gold 2016
  • Atg "Unleash Your Inner Horse" (2024) commercial still© AtgAtg “Unleash Your Inner Horse” 2024Dir. Fredrik Bond · Akestam HolstCiclope Bronze 2024
  • Legora "Collaborate Seamlessly" (2026) commercial still© LegoraLegora “Collaborate Seamlessly” 2026Dir. Rhys Thomas · Akestam Holst
  • Telia "This is Not - Marie Antoinette" (2026) commercial still© TeliaTelia “This is Not - Marie Antoinette” 2026Dir. Jens Jonsson · Akestam Holst
  • Spiris "Swimmer" (2025) commercial still© SpirisSpiris “Swimmer” 2025Dir. Torben Kjelstrup · Akestam Holst
  • Scandinavian Airlines "The Traveller" (2024) commercial still© Scandinavian AirlinesScandinavian Airlines “The Traveller” 2024Dir. Daniel Börjesson · Akestam Holst

Award-winning home commercials

Questions

Who directed the Ikea “Nightwalkers” commercial?

Jesper Ericstam directed it, produced by Social Club, for the agency Akestam Holst.

Which agency made Ikea “Nightwalkers”?

Akestam Holst created it for Ikea (2013).

What awards did Ikea “Nightwalkers” win?

1 awards, including Epica 2013 Gold Homes, Furnishings & Appliances.

What is the tagline of Ikea “Nightwalkers”?

“SLEEP TIGHT”

Sources for the credits and awards

winners.epica-awards.com