IKEA recreates Hare and Tortoise classic; Aims sleep

It has been months seen the pandemic has striked. There are new routines and that routine lacks sleep. IKEA started a marketing campaign that highlights the benefits of sleep.

The advertisement shows the hare distracted by friends and video games. Then it cuts to tortoise who wakes up fresh for the big run planned on that day.

The campaign, created by Mother, aims to continue Ikea’s efforts to position itself as a sleep expert.

Ikea UK and Ireland marketing communication manager Kemi Anthony says: “2020 has been a strange year and as we’ve all slowly adapted to the new normal, a lot of people have found that their sleep has been affected."