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IKEA “Win At Sleeping” 2017

IKEA “Win At Sleeping” (2017) is an IKEA commercial directed by Jones+Tino for Mother. It won one award: British Arrows 2017 Bronze — Retailers.

This ad uses a motivational speech to encourage people to prepare for and win at sleeping, showcasing various individuals getting ready for bed and then sleeping peacefully with IKEA products.

Video: Mother on Vimeo

Shot by shot

  1. A young woman with short dark hair in a pink top puts on a small gold necklace in a dimly lit room.© IKEA0:11
  2. A man with short blonde hair washes his face in a white sink with running water in a modern bathroom.© IKEA0:13
  3. A woman with short hair applies eye cream in a mirror, illuminated by vanity lights, in a bedroom at night.© IKEA0:18
  4. A small, fluffy dog with light brown fur jumps over a dark striped object in an interior setting, with shelves visible in the background.© IKEA0:24
  5. A woman with short dark hair, seen from behind, closes a dark window blind in a room with a brick wall.© IKEA0:27
  6. A woman in a white robe stands in a dimly lit bedroom, holding a glass of water, looking towards the bed.© IKEA0:31
  7. A person's hands are seen tying a white bathrobe in a dimly lit room, with a lamp in the background.© IKEA0:33
  8. A woman with short hair, wearing a pink top and shorts, walks past a vanity mirror with lights in a bedroom at night.© IKEA0:35
  9. A person in a pink shirt and grey shorts takes off a black bra in front of a vanity mirror with lights in a bedroom.© IKEA0:35
  10. A child in pajamas runs barefoot down a dimly lit hallway, with stuffed animals lining the floor on both sides.© IKEA0:37
  11. A man in his 30s, wearing a dark shirt and light pants, walks barefoot up a dimly lit staircase in a modern home at night.© IKEA0:38
  12. A young woman with dark hair sleeps peacefully in bed, covered by a patterned duvet, in a dimly lit bedroom.© IKEA0:50

Stills © IKEA. Made by Mother and Jones+Tino.

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

The idea

Motivational speech for sleep, showing diverse people preparing for bed.

Tagline: “THE WONDERFUL EVERY NIGHT”

motivational speechslice of lifeeveryday struggletransformationproduct integration

The cut

Length
60 s
Shots
49
Average shot
1.2 s

What creatives use IKEA “Win At Sleeping” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of IKEA “Win At Sleeping”? 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 young woman with short dark hair in a pink top puts on a small gold necklace in a dimly lit room.© IKEAA man with short blonde hair washes his face in a white sink with running water in a modern bathroom.© IKEAA woman with short hair applies eye cream in a mirror, illuminated by vanity lights, in a bedroom at night.© IKEAA small, fluffy dog with light brown fur jumps over a dark striped object in an interior setting, with shelves visible in the background.© IKEA
    Frames from IKEA “Win At Sleeping”

  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 “Win At Sleeping” in order, with its length, framing and what happens in it.

    A young woman with short dark hair in a pink top puts on a small gold necklace in a dimly lit room.© IKEAA man with short blonde hair washes his face in a white sink with running water in a modern bathroom.© IKEAA woman with short hair applies eye cream in a mirror, illuminated by vanity lights, in a bedroom at night.© IKEAA small, fluffy dog with light brown fur jumps over a dark striped object in an interior setting, with shelves visible in the background.© IKEAA woman with short dark hair, seen from behind, closes a dark window blind in a room with a brick wall.© IKEAA woman in a white robe stands in a dimly lit bedroom, holding a glass of water, looking towards the bed.© IKEA
    Length: 60 s · Shots: 49 · Average shot: 1.2 s

  3. 03Ad ideas: every spot built on a motivational speech

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

    IKEA “Win At Sleeping” is built on a motivational speech. Search the library by idea to see every spot that uses it.

    Under Arnour “Under armour project”© Under ArnourNational Basketball Association/ABC/ESPN/TNT “There Can Only Be One”© National Basketball Association/ABC/ESPN/TNTPfizer “Inches”© PfizerGillette “The Honest Player”© Gillette
    Under Arnour · National Basketball Association/ABC/ESPN/TNT · Pfizer · Gillette

More commercials by Jones+Tino

  • SCA "Blood" (2017) commercial still© SCASCA “Blood” 2017Dir. Jones+Tino · AMV BBDOBritish Arrows Gold 2017
  • Bodyform "Blood" (2016) commercial still© BodyformBodyform “Blood” 2016Dir. Jones+Tino · AMV BBDOLondon International Awards Gold 2016
  • ORANGE International "Orange Football" (2019) commercial still© ORANGE InternationalORANGE International “Orange Football” 2019Dir. Jones+Tino · Publicis ConseilClio Awards Silver 2020
  • HORNBACH Baumarkt "Smashing The Cliches" (2017) commercial still© HORNBACH BaumarktHORNBACH Baumarkt “Smashing The Cliches” 2017Dir. Jones+Tino · HEIMATEpica Bronze 2017
  • Kaiser Permanente "Overcome" (2017) commercial still© Kaiser PermanenteKaiser Permanente “Overcome” 2017Dir. Jones+Tino · TranslationClio Awards Bronze 2017
  • Libresse "Blood" (2017) commercial still© LibresseLibresse “Blood” 2017Dir. Jones+Tino · AMV BBDOClio Awards Bronze 2017

More from Mother

Award-winning retail commercials

Questions

Who directed the IKEA “Win At Sleeping” commercial?

Jones+Tino directed it, for the agency Mother.

Which agency made IKEA “Win At Sleeping”?

Mother created it for IKEA (2017).

What awards did IKEA “Win At Sleeping” win?

1 awards, including British Arrows 2017 Bronze — Retailers.

What is the tagline of IKEA “Win At Sleeping”?

“THE WONDERFUL EVERY NIGHT”

Sources for the credits and awards

britisharrows.com