IKEA Cats Happy Inside

Ikea UK recently released one hundred cats for a night in their Wembley branch in London, introducing the Swedish retailer’s new “Happy Inside” brand positioning, and announcing the 2011 cat-alogue launch. The TV ad, behind-the-scenes video, online at the IKEA Cats YouTube channel, show the cats exploring the store and furniture, playing with price tags and settling down in comfortable spots. The campaign includes a mini documentary on “Pussy People” and an opportunity for interaction from the public on the IKEA Cats Facebook page. Later in September users will have the chance to guess which pieces of furniture cats in the ad settled themselves down on to win the furniture in question.

IKEA Cats Facebook page

Click on the image below to play the TV advert in YouTube

Click on the image below to play the behind-the-scenes video in YouTube

Click on the image below to play the Pussy People video in YouTube


The Cat Herding stunt was developed at Mother London, by creative director Feh Tarty.

Filming was shot by director Adam Berg via Stink with director of photography Richard Stewart and producer Ben Croker.

Editor was Paul Hardcastle at Trim Editing. Colorist was Paul Harrison at The Moving Picture Company. Post production/visual effects were produced at Absolute Post by lead Flame artist David Smith and executive producer Andrew Swepson. Sound designer was Anthony Moore.

Music is “Pianni” by Mara Carlyle, courtesy of Accidental Records.