An ongoing campaign from IKEA has familiarized the public with the idea that its furniture and decor products help to create a 'Wonderful Everyday,' but its newest ad shares how to "win at sleeping" and have a 'Wonderful Everynight.'
The Win at Sleeping advertisement shares scenes of kids and adults alike preparing for bed, but the ad is narrated in a way that makes it seem as through everyone is preparing for a boxing match. In one scene, a woman applies night cream under her eyes in a way that reminds of a warrior preparing for battle. For many people, preparing for sleep is truly a challenge, since many are distracted by technology or suffer from insomnia on a regular basis.
IKEA's site for the Win at Sleeping campaign shares "Performance Enhancing Designs" such as beds, mattresses and bedding that are presented like athletic products that are essential to recommended by the "Sleep Coach."