Ikea 'playfight' by Mother

The ad is set to Asfalt Tango, a track by the Balkan brass band Fanfare Ciocarlia, with audio post-production from Factory.

The campaign will also feature ten-second spots on Channel 4 running around 10.30pm on Sunday to Thursday to remind people to go "happy to bed", which were inspired by the iconic BBC Nine O'Clock News idents.

As well as the TV work, activity includes a free mobile app that functions like an alarm clock for bedtime, allowing users to personalise their exact "happy to bed" time based on their sleep cycles.

Ikea has also commissioned an independent writer to thoroughly investigate what it means to go "happy to bed", who will write a daily blog as part of the exploration.

This article was first published on Campaign Work