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.
