Ikea ads switch from guerrillas to cats

Here's some lovely work for Ikea from Mother. Every shot is clearly Ikea, yet it's all far more elegant than than preceeding work.

The Swedish giant has scrapped its quirky guerilla kitchen makeover adverts in favour of a new approach involving filming 100 cats making themselves at home inside a superstore.

Mother, which has developed the new tagline "Happy Inside", has taken a completely different approach with a stylishly shot ad featuring 100 cats making themselves at home in Ikea's Wembley branch.

"The idea behind the work is that cats know better than anything what makes them feel happy inside, they live their lives in pursuit of their own comfort," said Feh Tarty, creative director at Mother. "So we released a hundred cats in to the Ikea Wembley store, for real, to see where they went and what furniture made them happy."

Ikea's TV campaign is part of a wider marketing push to launch the Swedish retailer's 2011 catalogue, which will include press advertising, in-store media and a Facebook page, developed by the communications agency Cake, and a "making of" video.

Source: Media Guardian