MORNING SONG by Zig Toronto for IKEA

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MORNING SONG

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Industry Department Stores & Shopping Malls
Media Radio
Market Canada
Agency Zig Toronto
Executive Creative Director Martin Beauvais
Producer Rmw - Ted Rosnick
Account Supervisor Lesley Rivard
Production RMW Music
Released August 2010

Credits & Description

Category: Retail Stores
Advertiser: IKEA CANADA
Product/Service: SULTAN MATTRESS
Agency: zig
Executive Creative Director: Martin Beauvais
Scriptwriter: Neil Blewett
Agency Producer: Lesley Rivard
Account Supervisor: Lesley Rivard
Production Company: RMW MUSIC, Toronto, CANADA
Director: Ted Rosnick
Producer: Ted Rosnick
Sound Studio: Rmw Music
Sound Engineer: Tyson Kuteyi
Other Credits: ACD: Michael Murray/Jason Hill
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: zig, Toronto, CANADA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
ANN1: If you had a comfy IKEA Sultan mattress, you’d wake up like a morning person - even if you’re so not. MVO: (Singing) Hey, it’s a great morning Uh wait, why I’m singin'? Something's wrong! Everything I say comes out in a song I better call my doctor Maybe he can recommend a specialist! ANN2: Get 20% off IKEA Sultan mattresses and box springs. IKEA. Any space can be beautiful. MVO: I just heard a lady’s voice in my brain!

Brief Explanation
In a market dominated by expensive, brand-name mattresses, it was critical for IKEA to convince people that it had a good quality product that would provide people with the same benefit. The world is divided into 'morning people' and not morning people. When it comes time to get up and face the day, it’s never easy for a non-morning person. Perhaps if they slept on an IKEA mattress, they might see what they’ve been missing.