IKEA Monkeys in the Jungle
IKEA has released “Monkeys”, an advertising campaign showing a troop of monkeys playing around in an IKEA METOD kitchen. Shot at the Jaguar Rescue Centre in Costa Rica, the film shows Howler, Spider and Capuchin monkeys turning a kitchen into their jungle playground. Water is poured, milk is drunk, bananas are discovered in the fridge. However when a coffee cup drops to the ground and breaks, the action is paused and rewound. The commercial is the latest instalment in the Wonderful Everyday campaign, and is featured online at ikea.co.uk/wonderfuleveryday
“With hungry mouths to feed and not enough time in the day, cooking can sometimes feel like a chore. But at IKEA we know that fun is the one ingredient needed to turn everyday cooking into something we look forward to. When it works properly the kitchen is a wonderful place to spend time. It’s a social hub for friends and family. A place to play. A place to unwind. A place to create and enjoy.”
The IKEA Monkeys campaign is being launched on July 11 in the UK and Ireland with a 60 second TV commercial, followed by a cluster of print, digital and outdoor executions released between July 13th and September 11th. The ads will also be supported by a social media campaign around the Great British Bake Off, building on the culinary joy brought by the monkeys and encouraging consumers to try and have their own fun in the kitchen.
Peter Wright, IKEA UK and Ireland Marketing Manager, said, “Lots of people think of cooking as a chore, so we want this campaign to encourage people to abandon those feelings and rediscover the joy of cooking, with partners, families, parents or friends. It is all too easy to think of just the eating as the enjoyable part, but at IKEA we see things differently. We know there’s fun to be had for all the family in the kitchen and we hope these cheeky monkeys will help people experience that for themselves.”
The IKEA in the Jungle campaign was developed at Mother London, with a team including creatives Hannah Tarpey and James Sellick.
Post Production was done at MPC by VFX producer Julie Evans, CG supervisor Diarmid Harrison-Murray, VFX shoot supervisor Tom Harding, lead animator Tim Van Hussen.
The soundtrack is Brenton Wood’s cover of Count Five’s 1966 garage rock hit Psychotic Reaction, written by Roy Chaney, Ken Ellner, John Michalski, Byron Atkinson and John Byrne, published by The Bicycle Music Company, Inc. administered by Bucks Music Group Limited.