As part of the Swedish brand's ongoing "Wonderful Everyday" campaign, IKEA has recruited the skills of director Dougal Wilson of Blink Productions for a new ad spot called "The Joy of Storage". The clever commercial follows a flock of t-shirts which go on an epic journey, across seas and over mountains, to find their permanent home - an IKEA PAX storage system.

"Storage has long been a very functional part of home improvements, but at IKEA we see things differently," said Peter Wright, IKEA's UK and Ireland marketing manager. "Whether you have a detached house in the country or a one-bed flat in town, we know that there is joy and satisfaction in giving the things you love a home, whatever your storage needs are."


"Most people think that storage is dull but at IKEA we know the joy that good storage can bring you. A bookcase allows you to keep and re-visit all your favourite books. A stylish chest in the living room means that you won’t be surrounded by toys when you are trying to relax in the evening. And a well planned wardrobe will help you pick out clothes quickly in the morning, so you can have an extra 10 minutes in bed.


In this ad we focus on the joy that comes from giving the things you love a proper home. Our story follows a flock of much-loved T-Shirts as they go on an epic journey to find their home. After traveling across seas and mountains, they eventually come to rest in a beautiful IKEA PAX wardrobe."