文/VIVI

某地產廣告有云：家，是放心的地方。
IKEA顯然深有同感，廣告換上了‘happy inside’的新標題，“放心”的感覺卻一以貫之。舊年廣告中，一家三口放心地在宜家廚房里大吵小鬧，新廣告雖和諧很多，仍突出“放心”二字，上百只貓無比愜意地在賣場嬉戲睡覺。
此次廣告最大亮點在于自然、通感和動人。應用“3B原則”中的Beast，廣告新片以貓為主角，優(yōu)雅的身段，慧黠的眼睛，這些在拍攝中真實放入宜家賣場的貓，以它們的輕松愜意，給了我們美妙的聯(lián)想，氛圍一片溫馨。
據(jù)說馬未都家的貓極受寵愛，偶爾打碎古董花瓶也不會受罰。片中群貓雖然沒有古董家具相伴，卻也能在廣闊天地中大大“撒野”，更為大家?guī)硪思倚录揖吣夸浺约凹揖吒偛陋剟睿捍舜螐V告活動不但宣布了IKEA 2011年新catalogue的發(fā)布，還包含一個與facebook鏈接的小競賽，正確回答廣告中的貓躲在了哪些家具上將可贏得該項家具。
此次廣告完全實拍，沒有計算機合成圖像。除此60秒版本的電視廣告，另有90秒版本于影院及網(wǎng)絡發(fā)布。www.ikea.co.uk/cats上還有貓的主人們的簡單檔案和廣告拍攝幕后花絮。

原文引用：

Mother London released a hundred cats in IKEA's Wembley store and filmed the results for a TV ad campaign, its first since winning the account in January.

The campaign introduces a new brand positioning with the new strapline ‘happy inside’ and announces the 2011 catalogue launch.

The film shows real footage of the cats exploring the store and furniture and uses no CGI.

It breaks during ITV1’s The X Factor this Saturday in a 60-second version. A 90-second version will be shown in cinemas and online.

The campaign includes a Facebook-linked competition where users have to guess which pieces of furniture the cats in the ad settled themselves down on, to win the furniture in question. The competition microsite at www.ikea.co.uk/cats also features a short documentary about the owners of the cats and a "making of" film.

Advertising Agency: Mother, London, UK
Creative Director: Feh Tarty
Prod Company: Stink
Director: Adam Berg
DP: Richard Stewart
Producer: Ben Croker
Editorial: Trim
Editor: Paul Hardcastle
Telecine: Moving Picture Company
Colorist: Paul Harrison
Post/Effects: Absolute Post
Lead Flame Artist: David Smith
EP: Andrew Swepson
Sound Designer: Anthony Moore
Aired: September 2010