# Battle-Inspired Bedtime Commercials IKEA's Newest Advert Shares How to "Win at Sleeping" By Laura McQuarrie | Published 2017-01-26 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/win-at-sleeping References: [prexamples](http://prexamples.com/2017/01/ikea-launch-new-wonderful-everynight-campaign/) & [ikea](http://www.ikea.com/ie/en/ikea/win-at-sleeping/) An ongoing campaign from [IKEA](https://www.trendhunter.com/trends/u-up-campaign) 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](https://www.trendhunter.com/trends/sleep-just-got-personal) that are presented like athletic products that are essential to recommended by the "Sleep Coach." ## Trend Insights (Trend Hunter) - Score: 1.7/10 - Popularity: 7% | Activity: 35% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Furniture](https://www.trendhunter.com/furniture) ## Key Themes ### What Makes This Trend Stand Out - **Performance-enhancing Designs:** Opportunity for furniture and decor companies to create products that enhance sleep performance, similar to athletic products. - **Sleep Coaching:** Potential for an industry specializing in sleep coaching services to help individuals optimize their sleep and improve their overall well-being. - **Technology-free Sleep:** Rise of a trend where consumers seek out technology-free environments and products to create a better sleep environment. ### Sectors Adopting This - **Furniture and Decor:** Disruption opportunity for furniture and decor companies to create innovative products specifically designed to improve sleep quality. - **Health and Wellness:** Potential for the health and wellness industry to expand into the sleep sector, offering products and services to help individuals achieve better sleep. - **Technology and Gadgets:** Opportunity for technology companies to develop innovative solutions that promote healthier sleep habits and reduce the negative impact of technology on sleep. ## Related on Trend Hunter - [Sleep Poverty Awareness Campaigns](https://www.trendhunter.com/trends/sleepless-lamp.md) - [Time-Specific Marketing Campaigns](https://www.trendhunter.com/trends/u-up-campaign.md) - [Unfiltered Sleep Campaigns](https://www.trendhunter.com/trends/ikea-sleep-talk.md) - [Secret Sleep Pop-Ups](https://www.trendhunter.com/trends/ikea-sleepeasy.md) - [Smartphone-Sized Beds](https://www.trendhunter.com/trends/phone-sleep-collection.md) - [Miniature Phone Beds](https://www.trendhunter.com/trends/phone-sleep.md) - [Halloween Essentials Campaigns](https://www.trendhunter.com/trends/halloween-essentials.md) - [Co-Branded Sleep Studies](https://www.trendhunter.com/trends/national-sleep-foundation.md) - [Late-Night Text Campaigns](https://www.trendhunter.com/trends/ikea-u-up.md)