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6 October 2021

Buff club.

by Andrew MacGregor


IKEA: “Haven” - 60s

Winnie the Pooh, Ted, and Old Bear may suffer gym envy after watching this super IKEA commercial. When a father and daughter arrive home on a rainy night, they're greeted by two of the cuddliest bouncers in the world: a pair of jacked teddy bears that take the sanctity of home very seriously.

More muscle-bound playthings join the fun inside, as the humans decide to camp in the living room. It's all hands/paws on deck from this point on, and woe betide any mobile phone that tries to interrupt.

Moments like this make the bears a worthy addition to IKEA’s pantheon of helpful toys, aided by a judicious blend of character beats and product details. The result is another playful flex by a brand determined to make autumn and winter, ahem, bearable.


Creative Agency: Mother Ⓟ Ⓦ
Creative Director: Nick Halbery
Film Production: PrettyBird Ⓟ Ⓦ
Director: Tom Noakes Ⓟ Ⓦ
Executive Producer: Ted Thornton
Cinematographer: Hunter Daly
Editor: Billy Mead Ⓦ @ tenthree Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ
Audio Producer: Martin Critchley
Music: Final Form - Sampa the Great

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