thjnk and IKEA take a seductive approach to more neat and tidy bedrooms.

Outside it’s cold and miserable. Better snuggle down and make yourself comfortable indoors. Best under a cosy duvet – and best of all, not on your own. That might well have been the initial spark for IKEA’s new TV commercial. But, like life itself, it turned out totally differently:

The focus of IKEA’s first TV commercial in 2015 is its storage solutions. The Hamburg office of the thjnk agency group came up with a seductive, Swedish-flavoured story for this – one that takes an unexpected turn.

When an attractive young woman lures her boyfriend into his bedroom, he can hardly resist. “But our tailored PAX wardrobe system is so enticing that even men only have eyes for orderly neatness. And this commercial conveys that with tongue-in-cheek charm,” explains Nina Kirschke, External Communications Manager at IKEA.

Starting 12 January 2015, the “seduction” commercial will run on TV and online for four months and in cinemas for four weeks. The TV flight will be flanked by digital and out-of-home measures as well as radio commercials. The flanking online activities were developed by Grimm Gallum Holtappels Lowe.

CFS and Markenfilm produced the film. For this project, thjnk opted to reprise its successful cooperation with director Kim Jacobsen from Copenhagen, who was previously responsible for directing the TV commercial “Actually”. The music for the commercial was composed by Michael Kadelbach.

The commercial

Responsible on the client side:
Marketing Manager Germany: Heiko Klauer
External Communications Manager: Nina Kirschke
Project Director: Kathleen Döring

Responsible on the agency side:
Chief Executive Director Group: Bettina Olf
Creative Art Senior: Nicolas Schmidt-Fitzner, Maren Wiegmann
Creative Art: Bernhard Hoerlberger
Creative Art Junior: Sebastian Körner
Creative Copy Senior: Sabine Kuckuck, Jan-Hendrik Scholz
Creative Copy: Alexandra Beck
Creative Copy Junior: Clemens Kandziora
Strategist Senior: Alexander Kovrigin
Account Director: Verena Harwege
Account Manager: Sophie Stejdir

Responsible on the production side:
Film production: CFS Krug, Markenfilm GmbH & Co. KG
Director: Kim Jacobsen
Camera: Magnus Jonck
Post-production pictures: INFECTED Postproduction GmbH
Recording studio: Studio Funk GmbH & CO. KG + INFECTED Postproduction GmbH
Music: Michael Kadelbach