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“Monkeys”, the next installment in ‘The Wonderful Everyday’ campaign, sees a large troop of curious monkeys come across one of the distinctive IKEA METOD kitchens in the wild – it doesn’t take long for their curiosity to turn to utter delight, showing us that cooking doesn’t need to be governed by convention or worry, it can be a joyous playground.

It will launch with a 60” TVC across the UK and Ireland on July 11th before print, digital and outdoor executions go live between July 13th and September 11th, all supported by CRM.

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 campaign will feature 60”, 30” and 10” ad spots, a 90” online film, as well as CRM, PR, outdoor and digital executions and will be supported through social. It runs from 11th July to 13th September.

The TV commercial was created by Mother, was directed by Juan Cabral at MJZ and stars a troop of Howler, Spider and Capuchin monkeys from the Jaguar Rescue Center in Costa Rica. IKEA has also created a behind the scenes ‘making of’ film to provide additional insight into the ad creation.

Post Production was handled by MPC.

The agencies involved are Mother, Vizeum, Isobar, LIDA and Hope & Glory.

VFX Producer: Julie Evans
CG Supervisor: Diarmid Harrison-Murray
VFX Shoot Supervisor: Tom Harding
Lead Animator: Tim Van Hussen
Director: Juan Cabral