IKEA lets you invade a typical family’s home
IKEA’s introducing its updated Bed & Bath to Norwegians through an interactive film. The video above is a preview of the family, depicting a dad discreetly cleaning before his wife gets up in the morning.
Play with the interactive portion here, where the family interacts and walks around the house, prepping for the day. At intervals the page will invite you to click on the SPACE bar, where you can check out the cost of items or get insights into the family members, including memories they’ve shared (in one portion, the little girl becomes a baby in her father’s arms).
Work by Norway’s SMFB and production by MediaMonks (whose Cannes Lions parties are decidedly far from everyday). Per SMFB creative Alexander Gjersøe, this celebration of the ordinary “isn’t so much about the latest IKEA products but about the role these products play in our lives.”
Which is to say they’re props in a bigger story that really only means something to the people quietly living among them. It’s an interesting angle for IKEA, even if it’s already been explored in ways less banal: in its effort to court nomads, its surreal love letter to sleep, or in “Kitchen Party" with Jona Lewie, which admittedly has nothing to do with real-life at all but adds sex appeal to the notion of a showroom while giving the everyday IKEA buyer some stylish cred.
But I guess everyone has to wake up in the morning, and the grace in this work lies in its ability to mine out the poignant in those small, forgettable moments.