In Dougal Wilson’s IKEA ad a dull ghost party gets way more lively

/ AdAge

Ikea's latest “Wonderful Everyday” ad from the U.K. takes the traditional depiction of "ghosts" in their white sheets and gives them a patterned-fabric twist.

The spot, directed by Dougal Wilson for Mother London, starts off in a darkened suburban house where the owners have just gone out. A bunch of white-sheeted ghosts appear and hold a somewhat dull party--they dance decorously to smooth electro-pop and hand round cocktail sausages. Then a bunch of patterned-fabric gatecrashers arrive. The interlopers put on some hip-hop and start body-popping, flipping around the floor, taking selfies and generally livening up the party--although you get the feeling the white-sheet ghosts disapprove somewhat.

However, when the owners' key turns in the lock, the fabrics quickly transform themselves into cushions, curtains and rugs to give the room a funky new feel. (As they sit down in their new room, the woman's comment, that it looks "quite nice," is a nice touch of typically British understatement.) The end line encourages you to be a "maverick with fabric."

Mother, Dougal Wilson, Blink and post house MPC previously collaborated on Ikea’s Shirts ad in 2015, and this spot has echoes of its of its whimsical charm.

Click To View The Original Article