"A lovely piece of advertising"Jesper's new IKEA

One in ten Europeans are apparently conceived in an IKEA bed. The conception of Jesper's new spot about IKEA beds must've been something immaculate (see what we did there?), as it's been garnering a helluva lot of praise.

It's time to do some scrapbooking on all the great things being said about it:

David Reviews really fell in love with it - calling the film a lovely piece of advertising. Which we agree with! "The skilfulness with which this has been executed cannot be overstated..." 

Shots made it a Shots Contender! 

Creativity Online posted about it, making the idea about spending the rest of your life in bed sound very attractive. 

I Believe In Adv featured it...

Update or Die over in Portugal loved it too, keeping the European theme going. They said it's a "Filme delícia pra fechar a semana" which of course means "Film delight to close the week". 

As a delight to close this post, have this pretty awesome GIF of the mum & dad/grandpa & ma stop-motion bed building. 

IKEA "Bed For Life"by Jesper Ericstam

Jesper's recent run of fantastic work continues with the follow-up to his acclaimed 'Night Walkers' spot for IKEA.

"Bed For Life" is a boy's bed biography: from a cot to a fold-out bed, to his first mattress at uni to the newlyweds' first four-poster, from the 70s & 80s through to present day. (The eagle-eyed would have spotted that the film is actually telling the life story of the nocturnally put-upon mum and dad from Jesper's first IKEA spot)

Fans of Jesper's work know what to expect: small fascinating details that reward repeated viewing, great casting and performance, spot-on art direction with a nod to trends & fads over a thirty-or-so year period and a warm and knowing humour, all shot in Jesper's quirky and distinctive way (plus he keeps up his tradition of having at least one person in their underwear per spot he directs.)

The film was shot with Akestam Holst agency in Stockholm and is his latest in a terrific run of ads for Jesper: his ground-breaking Libresse spot was well-received throughout the industry and his "Save The Future" spot for Subaru features more Jesper magic.  We look forward to what the rest of the year holds for him.