Happy Inside

Lately, Ikea has made it on to my radar.  The variety of adverts they're producing at the moment is something to be marvelled at, especially since they are all so different.  I love it when a brand is confident enough to run ads that don't necessarily fit into a traditional 'campaign'.  These adverts are all individual and clever in their own right, the only thing that links them together is the 'Happy Inside' strapline.  Unlike some brands at the moment, ahem Cadbury, to me these don't come across as try hard, just natural, funny and refreshing ideas which really capture an insight into customer feelings and current trends.  And it comes as no surprise to find they were done by London agency Mother.