framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Ikea “The Hare” 2021

Ikea “The Hare” (2021) is an Ikea commercial directed by Sam Pilling for Mother, produced by Pulse Films. It won 3 awards, including Creative Circle 2021 Bronze FILM CRAFT - Best FX/CGI, Kinsale Sharks 2021 Bronze Music & Sound Craft (International) - Best Use of Licensed Music - SYNC and Campaign Top 15 film ads of 2020 #4.

A modern retelling of "The Tortoise and the Hare" where the hare is a party animal and the tortoise is a slow but steady runner, highlighting the importance of a good night's sleep.

Video: Mother on Vimeo

Shot by shot

  1. A person in a rabbit costume enters a laundromat, walking past washing machines and a rack of clothes, with another person visible outside.© Ikea0:00
  2. A person in a blue and white jacket runs across a city street at night, carrying a large, fluffy white object.© Ikea0:03
  3. A person in a rabbit costume walks past a fruit stand on a city street, with buildings and cars in the background.© Ikea0:05
  4. A group of people, including one in a hare costume, are seen outside "Aesop's Kebab" restaurant at night, as cars drive by.© Ikea0:24
  5. A person in a realistic hare costume receives a burger from a server at a busy fast-food counter, surrounded by other customers.© Ikea0:26
  6. A person in a rabbit costume runs past a kebab shop at night, while a group of people stand outside on the wet pavement.© Ikea0:29
  7. A person in a rabbit costume runs along a wet city street at night, illuminated by streetlights and reflections.© Ikea0:32
  8. A person in a hare mask and hoodie walks along a dark city street at night, with cars and buildings visible in the background.© Ikea0:35
  9. A tortoise-like creature with a shell and green skin raises its arm in triumph, standing next to a tree in a dimly lit room.© Ikea1:09
  10. A creature with large, scaly feet steps out of bed onto a white fluffy rug in a sunlit bedroom.© Ikea1:12
  11. A large, brown, turtle-like creature with big eyes looks out of a window from inside a brick house.© Ikea1:18
  12. A person in a realistic tortoise costume, wearing a red race bib with "226" on it, slowly walks past a row of brick houses on a sunny day.© Ikea1:22

Stills © Ikea. Made by Mother, Pulse Films and Sam Pilling.

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

The idea

The classic fable reimagined for modern life, emphasizing rest and preparation.

Tagline: “Tomorrow starts tonight. IKEA, the wonderful everyday.”

classic fable retellinganthropomorphic charactersurban setting contrastunderdog storynight vs day contrastparty animal vs disciplined athlete

The cut

Length
91 s
Shots
41
Average shot
2.2 s
Format
mixed

What creatives use Ikea “The Hare” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Ikea “The Hare”? 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 person in a rabbit costume enters a laundromat, walking past washing machines and a rack of clothes, with another person visible outside.© IkeaA person in a blue and white jacket runs across a city street at night, carrying a large, fluffy white object.© IkeaA person in a rabbit costume walks past a fruit stand on a city street, with buildings and cars in the background.© IkeaA group of people, including one in a hare costume, are seen outside "Aesop's Kebab" restaurant at night, as cars drive by.© Ikea
    Frames from Ikea “The Hare”

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

    A person in a rabbit costume enters a laundromat, walking past washing machines and a rack of clothes, with another person visible outside.© IkeaA person in a blue and white jacket runs across a city street at night, carrying a large, fluffy white object.© IkeaA person in a rabbit costume walks past a fruit stand on a city street, with buildings and cars in the background.© IkeaA group of people, including one in a hare costume, are seen outside "Aesop's Kebab" restaurant at night, as cars drive by.© IkeaA person in a realistic hare costume receives a burger from a server at a busy fast-food counter, surrounded by other customers.© IkeaA person in a rabbit costume runs past a kebab shop at night, while a group of people stand outside on the wet pavement.© Ikea
    Length: 91 s · Shots: 41 · Average shot: 2.2 s · Format: mixed

  3. 03Ad ideas: every spot built on a anthropomorphic characters

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

    Ikea “The Hare” is built on a anthropomorphic characters. Search the library by idea to see every spot that uses it.

    Aldi “Like Brands”© AldiBritish Gas “The Things”© British GasTopgolf “Magic of Topgolf”© TopgolfIKEA “The Little Robot”© IKEA
    Aldi · British Gas · Topgolf · IKEA

More commercials by Sam Pilling

More from Mother

Award-winning retail commercials

Questions

Who directed the Ikea “The Hare” commercial?

Sam Pilling directed it, produced by Pulse Films, for the agency Mother.

Which agency made Ikea “The Hare”?

Mother created it for Ikea (2021).

What awards did Ikea “The Hare” win?

3 awards, including Creative Circle 2021 Bronze FILM CRAFT - Best FX/CGI, Kinsale Sharks 2021 Bronze Music & Sound Craft (International) - Best Use of Licensed Music - SYNC and Campaign Top 15 film ads of 2020 #4.

What is the tagline of Ikea “The Hare”?

“Tomorrow starts tonight. IKEA, the wonderful everyday.”

Sources for the credits and awards

web.archive.orgweb.archive.orgweb.archive.orgweb.archive.orgweb.archive.org