IKEA's Paranormal-Inspired Furniture Commercial Has a Freaky Bed

By: Laura McQuarrie - Published: Aug 6, 2014 • References: ikea & brandingmagazine
Taking cues from the Paranormal Activity franchise, this Italian IKEA furniture commercial shows a couple late at night enjoying an almost restful night's sleep.

For a lot of people, their bed is their haven and safe place, but in this ad, the bed is anything but. The shaky, home movie style footage captures the couple fast asleep in the middle of the night. However, it's not long before the guy starts being devoured by his mattress, sinking into some dark scary place under the bed. Throughout the video, the woman sleeps soundly, but you can assume she'll be next, unless she takes a trip to IKEA to purchase a brand new bedroom set that's free of spirits. Stats for Frightening Furniture Ads Trending: Older & Mild
Research: 701 clicks in 90 w
Interest: > 3 minutes
Concept: "furniture Commercial"
Related: 85 examples / 65 photos
Segment: Neutral, 18-55
Comparison Set: 31 similar articles, including: familial home ritual campaigns, interactive mobile catalogs, and virtual decorating apps.