Hasta La Creative!

Mother London launched a new, monkey-filled addition to its “The Wonderful Everyday” campaign for IKEA, entitled “Rediscover the Joy of the Kitchen.”

In the spot, directed by MJZ’s Juan Cabral, a group of monkeys discovers an IKEA kitchen in the middle of the jungle and have a lot of fun exploring, raiding and trashing it. The playful primates jump on light fixtures, play with water faucets, break dishes, discover a fridge full of bananas and make a mess while seemingly having a blast. The spot covertly shows off features of the kitchen while the playful primates’ entertaining hijinks play out. At the end of the ad, the tagline, “Rediscover the Joy of the Kitchen” makes for the implicit message that a new IKEA kitchen will make you as excited as the monkeys in the ad. There’s also an interesting moment where one of the monkeys presses the reverse button on the stereo and the action begins to unfold in reverse. The spot will make its broadcast debut on July 11, supported by digital, social media, OOH and print components.

Credits:

Brand: Ikea
Agency: Mother
Production Company: MJZ
Director: Juan Cabral
VFX: MPC
VFX Producer: Julie Evans
VFX Shoot Supervisor: Bill Macnamara
CG Supervisor: Fabian Frank
VFX Lead: Alex Lovejoy

Wave your tusks in the air like you don’t care!

An elephant with some serious funk in its trunk shakes its behemoth boo-tay down a busy nighttime thoroughfare to the beat of Cameo’s “Word Up” in this MoneySuperMarket spot from Mother London.

The boppin’ beast is ridden/driven by some schlubby guy named Graeme who, the voiceover explains, saved a bundle by shopping for insurance on the British company’s website, “and now he feels ep-iiic.” Oh, and there’s a tuxedoed toddler with an outrageous afro, who talks in a deep big-man voice. Just in case some viewers don’t find the elephant epic enough, I guess.

The prancing pachyderm is a memorable metaphor for feeling good in a big way, and this irresistibly silly spot blasts the client’s earlier smooth-steppin’ commercial — narrated by Snoop Dog (Snoop Lion? Snoop Elephant?) — clear off the dance floor.

Here's a kitchen ad that might leave you a little nauseated, but for once that has nothing to do with food.

In Ikea's new spot from Mother London, promoting the retailer's first new kitchen furnishing line in 25 years, the set spins, spins and spins. It captures the vibe of kitchens as busy places for the whole family, often feeling like a whirligig what with all the pots and pans and plates and groceries flying around while pets and children scurry underfoot.

Luckily, thanks to Ikea's efficient drawers and cabinets and other space-maximizing furnishings, you can have a smooth-running ship, including putting your young offspring to work setting the table. There's even a place for the sullen teenager to sit and play with his smartphone instead of helping—just to show Ikea really thought of everything.

Helmed by director Keith Schofield, the spot continues Mother's 2014 "The Wonderful Everyday" campaign, which was kicked off with a much darker, almost creepy homage to energy-efficient lighting.

The agency describes its newest spot as a "dazzling and dizzying" portrayal of the Metod collection's customizability.

"To bring to life this new flexible kitchen," Mother writes in its video summary, "the advert shows the units smoothly coping with whatever the family throws at it. Even the dog."

The carousel is a fun and clear-enough metaphor, though in spirit the ad sort of feels like a more mundane version of the agency's 2012 Ikea spot "Playing With My Friends," which had a similar all-hands-on-deck theme and upbeat poise amid chaos vibe—though that one upped the ante by recasting the grown-up as giant toys, a clever play on the kids' imaginations.

This time around, the biggest thing you're left imagining is how much Dramamine this family must keep stocked in the medicine cabinet.