IKEA

Win at sleeping

Here IKEA uses a sporting analogy to show off its bedroom range. Sleeping becomes a challenge you can surmount if you prepare for it single-mindedly. The bed becomes a dramatically-lit boxing ring; face cream becomes the anti-glare war paint used by stars in the NFL; and the voiceover is the motivational talk of a sports coach. If you do it right, you can “win at sleeping.”

Creative agency Mother Creative team Ana Balarin, Hermeti Balarin, Matt Leach, Jess Oudot Client Kemi Anthony Production company Stink Director Jones & Tino