IKEA 宜家: Happy Inside 家的感觉

文/VIVI

某地产广告有云：家，是放心的地方。
IKEA显然深有同感，广告换上了‘happy inside’的新标题，“放心”的感觉却一以贯之。旧年广告中，一家三口放心地在宜家厨房里大吵小闹，新广告虽和谐很多，仍突出“放心”二字，上百只猫无比惬意地在卖场嬉戏睡觉。
此次广告最大亮点在于自然、通感和动人。应用“3B原则”中的Beast，广告新片以猫为主角，优雅的身段，慧黠的眼睛，这些在拍摄中真实放入宜家卖场的猫，以它们的轻松惬意，给了我们美妙的联想，氛围一片温馨。
据说马未都家的猫极受宠爱，偶尔打碎古董花瓶也不会受罚。片中群猫虽然没有古董家具相伴，却也能在广阔天地中大大“撒野”，更为大家带来宜家新家具目录以及家具竞猜奖励：此次广告活动不但宣布了IKEA 2011年新catalogue的发布，还包含一个与facebook链接的小竞赛，正确回答广告中的猫躲在了哪些家具上将可赢得该项家具。
此次广告完全实拍，没有计算机合成图像。除此60秒版本的电视广告，另有90秒版本于影院及网络发布。www.ikea.co.uk/cats上还有猫的主人们的简单档案和广告拍摄幕后花絮。

原文引用：

Mother London released a hundred cats in IKEA's Wembley store and filmed the results for a TV ad campaign, its first since winning the account in January.

The campaign introduces a new brand positioning with the new strapline ‘happy inside’ and announces the 2011 catalogue launch.

The film shows real footage of the cats exploring the store and furniture and uses no CGI.

It breaks during ITV1’s The X Factor this Saturday in a 60-second version. A 90-second version will be shown in cinemas and online.

The campaign includes a Facebook-linked competition where users have to guess which pieces of furniture the cats in the ad settled themselves down on, to win the furniture in question. The competition microsite at www.ikea.co.uk/cats also features a short documentary about the owners of the cats and a "making of" film.

Advertising Agency: Mother, London, UK
Creative Director: Feh Tarty
Prod Company: Stink
Director: Adam Berg
DP: Richard Stewart
Producer: Ben Croker
Editorial: Trim
Editor: Paul Hardcastle
Telecine: Moving Picture Company
Colorist: Paul Harrison
Post/Effects: Absolute Post
Lead Flame Artist: David Smith
EP: Andrew Swepson
Sound Designer: Anthony Moore
Aired: September 2010