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Time to Recharge

Time to Recharge

Natasha Smith

Natasha Smith

April 23, 2018

A few simple changes can make all the difference.

"We often forget the most important thing: ourselves."

Sander van de Vlasakker, copywriter at Havas Lemz, and Rein van der Ven, art director for the Dutch agency, talk about a new spot for IKEA and its message about the importance of recharging.

 

So why the use of battery charge symbols throughout this spot?

From electric car to mobile phone, at the end of the day we have to recharge all of our devices, because tomorrow they have to perform again. We often forget the most important thing: ourselves. Our electric devices run out of energy during the day—and so do you.

A good night sleep is a must to get fully recharged. So we believe that your bedroom should be the ideal charging station.

How important is it for people to recharge?

Obviously, it is important to recharge at night. But the larger point is that you have to recharge 100%. Research shows that a majority of people don’t get enough sleep and that comes with all kinds of negative consequences. When you wake up at, say, 75% each morning, you are less productive, feel less happy, and get sick more easily. Eventually, you can suffer from chronic fatigue.

What are some common inhibitors of true relaxation?

All of us can come up with a lot of inhibitors. Kids, cats, mice, a snoring partner, a party downstairs, a police chopper above your roof. Unfortunately, IKEA can’t solve those issues for you. What they can do is help you create a comfortable and soothing bedroom.

What’s the key to good sleep and complete rest?

Turn your bedroom into an ideal charging station with the right mattress, blackout curtains, and the right storage solutions. A tidy room equals a tidy mind.

"If you look closely at the battery icon, you will see that it is, in fact, in the shape of a single bed."

How does this spot reveal that idea to the viewers?

In this spot, the helping hand of IKEA secretly transforms the bedroom to improve the quality of sleep for the entire family. With every improvement made, the family charges more. For example, by replacing the see-through curtains with blackout curtains, the lights from the street no longer disturb the young boy as he sleeps, which results in a faster-charging battery.

How significant is it that a same-sex couple is featured in this film?

The fact that this question is asked is significant enough for us. We just thought it would make the film more special than again using a cliché man-woman-baby-family. IKEA is here for everyone. We had no need or intention to make a statement with this cast.

What does IKEA hope that viewers take away from this spot?

This commercial positions IKEA as the sleeping expert. Give your bedroom the attention it deserves with all the right furniture and textiles. Because the right decoration will help to improve your quality of sleep.

Fun facts?

If you look closely at the battery icon, you will see that it is, in fact, in the shape of a single bed. So, we call it a bed-tary.

 

CREDITS

Client: Shirley Jones, Marlies Smit (IKEA Netherlands)

Copywriter: Sander van de Vlasakker, Floris Kingma
Art Director: Rein van der Ven

Creative Directors: Remco Marinus, Merien Kunst

Creative Producer: Merel van Buuren

Account Director: Mirelle Schelvis

RTV Producer: Marga Bierema

Production Company: CZAR Amsterdam

Director: Floris Kingma

Producer: Roos Blank

Production Manager: Aemilia van Lent

Director of Photography: Gabor Deak

Art Director: Ralf van Lanen, Jelier & Schaaf

Editor: Teun Rietveld

Post Production: Storm Post Production

Sound: Sound Circus

"We often forget the most important thing: ourselves."

Sander van de Vlasakker, copywriter at Havas Lemz, and Rein van der Ven, art director for the Dutch agency, talk about a new spot for IKEA and its message about the importance of recharging.

 

So why the use of battery charge symbols throughout this spot?

From electric car to mobile phone, at the end of the day we have to recharge all of our devices, because tomorrow they have to perform again. We often forget the most important thing: ourselves. Our electric devices run out of energy during the day—and so do you.

A good night sleep is a must to get fully recharged. So we believe that your bedroom should be the ideal charging station.

How important is it for people to recharge?

Obviously, it is important to recharge at night. But the larger point is that you have to recharge 100%. Research shows that a majority of people don’t get enough sleep and that comes with all kinds of negative consequences. When you wake up at, say, 75% each morning, you are less productive, feel less happy, and get sick more easily. Eventually, you can suffer from chronic fatigue.

What are some common inhibitors of true relaxation?

All of us can come up with a lot of inhibitors. Kids, cats, mice, a snoring partner, a party downstairs, a police chopper above your roof. Unfortunately, IKEA can’t solve those issues for you. What they can do is help you create a comfortable and soothing bedroom.

What’s the key to good sleep and complete rest?

Turn your bedroom into an ideal charging station with the right mattress, blackout curtains, and the right storage solutions. A tidy room equals a tidy mind.

"If you look closely at the battery icon, you will see that it is, in fact, in the shape of a single bed."

How does this spot reveal that idea to the viewers?

In this spot, the helping hand of IKEA secretly transforms the bedroom to improve the quality of sleep for the entire family. With every improvement made, the family charges more. For example, by replacing the see-through curtains with blackout curtains, the lights from the street no longer disturb the young boy as he sleeps, which results in a faster-charging battery.

How significant is it that a same-sex couple is featured in this film?

The fact that this question is asked is significant enough for us. We just thought it would make the film more special than again using a cliché man-woman-baby-family. IKEA is here for everyone. We had no need or intention to make a statement with this cast.

What does IKEA hope that viewers take away from this spot?

This commercial positions IKEA as the sleeping expert. Give your bedroom the attention it deserves with all the right furniture and textiles. Because the right decoration will help to improve your quality of sleep.

Fun facts?

If you look closely at the battery icon, you will see that it is, in fact, in the shape of a single bed. So, we call it a bed-tary.

 

CREDITS

Client: Shirley Jones, Marlies Smit (IKEA Netherlands)

Copywriter: Sander van de Vlasakker, Floris Kingma
Art Director: Rein van der Ven

Creative Directors: Remco Marinus, Merien Kunst

Creative Producer: Merel van Buuren

Account Director: Mirelle Schelvis

RTV Producer: Marga Bierema

Production Company: CZAR Amsterdam

Director: Floris Kingma

Producer: Roos Blank

Production Manager: Aemilia van Lent

Director of Photography: Gabor Deak

Art Director: Ralf van Lanen, Jelier & Schaaf

Editor: Teun Rietveld

Post Production: Storm Post Production

Sound: Sound Circus

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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