This film for Ikea–directed by Sam Pilling of Pulse Films for Mother London–sets itself up as a prequel to the legendary Aesop's Fable "The Tortoise and the Hare" to highlight the importance of a good night’s sleep. We see the hare cavorting and running about the night before the big race. He finally gets home, indulges himself with video game playing, net surfing, guitar playing and finally falls asleep on the couch during the very wee hours.

By contrast in the apartment next door the tortoise is in restful, energizing slumber.

In that we already know the outcome of the race, this spot affirms that the more and better you sleep, the more you can get out of life during your waking hours. A voiceover states, “Tomorrow starts tonight. Ikea–the Wonderful Everyday.” 

Titled “The Hare,” this was one of the last spots Pulse shot before lockdown. 

With a soundtrack of “Witness The Fitness” by Roots Manuva, the film features creature FX by Robert Alsopp and puppetry to bring the hare and tortoise characters to life.

Credits

Client Ikea Agency Mother London Production Pulse Films Sam Pilling, director; James Sorton, exec producer; Chris Harrison, producer; Ben Burdock, production manager, Rosie Marchant, production coordinator; Petter Elliott, choreographer; Julian Richards, 1st AD; Andy Kelly, production designer; Natalie Humphries, costume designer; Robert Alsopp, creature FX; Lu Hinton, makeup artist. Editorial Trim Paul Hardcastle, editor. Postproduction Nineteen Twenty David Keegan, post producer; Kai Van Beers, colorist; Chris King, head of 3D. Sound 750mph Sam Ashwell. Music Soundtrack: “Witness The Fitness” by Roots Manuva

 

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