Bodyguard bears make home feel like safe place in Mother and IKEA Campaign


Ikea collaborated with creative agency Mother to produce a commercial piece filled with super musclebound bears to show the Swedish retailer’s intrinsic worth of safety, joy, and cozy in one’s own home.

The home is protected by the shredded plush characters, allowing undisturbed quality hours spent by family and friends. These protectors will go to any length, even lifting equipment to construct a “theatre room” and smashing the dad’s phone due to incoming business calls.

“As the foundation of our well-being and happiness, at Ikea, we believe that everyone deserves a home where they feel safe, happy, and comfortable, wherever they live,” said Kemi Anthony, marketing communications manager at Ikea.

The voiceover proclaims: Every home should be a haven. IKEA. The Wonderful Everyday.

The campaign goes to social media with a series of entertaining videos refuting popular myths about maintaining a peaceful home. The campaign will be bolstered by in-store engagement, including bookable workshops and seminars for customers throughout the UK.


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