Ikea: Infinite Play

IKEA has today announced the launch of a new integrated campaign via Mother, London, which highlights the positive impact play has on people's wellbeing, encouraging creativity and boosting mood. A known escape for children, it's often forgotten that adults can, and need, play too. With no age limitations, it provides a break from the mundane reality of everyday life, helping to turn stress into serenity and helping the mind unwind. Launching across the UK and Ireland from 18th April, the campaign will be led by a new TVC which will appear on television and in cinema, as well as featuring on radio, a selection of podcasts and digital media. In-store activities will support in bringing the campaign to life across the UK. The TVC opens on a family in their kitchen. Whilst a young girl draws, her mum (Jasmine) is busily working from home on a grey and rainy day. Surrounded by half drunk coffees, reminders, and an overwhelming amount of phone messages, she shows visible signs of stress when her boss begins video calling. Irritated by her boyfriend who has turned their RÖNNINGE dining table into a ping pong court and has hit her with a ball, she decides to take a break and join in the game. The more she embraces play, the more she becomes carefree and relaxed. With each hit of the ball, the table grows longer and longer, pushing her further away from the kitchen and her opponent until she is unable to see them. Jasmine closes her eyes and gravitates in the air in a meditative state, opening them to reveal a tunnel of PLUFSIG mats stretched out in front of her. She runs, twirling and jumping, while flashes of colour and light from the LEDBERG lights illuminate the mats. A robot hoover interrupts her flow, which she leaps over and into her daughter’s drawings on the floor. After free falling onto a hopscotch square, she begins completing the game with her family, hopping higher and faster as they reach each new square. She jumps off the final one and lands...on her HEMMAHOS hopscotch mat in her living room, looking brighter, lighter, refreshed. We cut to see daughter, Dad and Jasmine on the sofa, with the living room now looking much more playful with the LEDBERG lights and HEMMAHOS mat in scene. Jaz closes her laptop and they settle down to watch a movie projected on a hung sheet together, as all three cosy up to watch.