I’m obsessed with beds. They can be romantic places and also so sensual. They are where people melt in the heat of passion. Oh, beds. Fantasies are built here and here’s where they become real. This is the place where dreams and nightmares alike are born. Here, your mind strips itself from layers of consciousness and simply is. And while being our dearest hiding place, this is where everything begins every single day. Fascinating objects. I even started a Pinterest board with a collection of beds.
So when I first watched IKEA’s new tv spot titled IKEA Beds, I was intrigued. Creative Review wrote an article about it.
[…] a dreamy new spot for Ikea from Mother London, directed by Cadbury Gorilla director Juan Cabral, which uses CG visuals, a charming dog and an extract from Shakespeare to promote the retailer’s range of bedrooms…
The 90-second film, which aired on TV last night, opens with a woman waking in a bed high in the sky. She dangles her feet for a second before jumping into the clouds, tumbling past yet more beds and into the heart of a city, where she eventually lands in her own room alongside her partner and dog, who are fast asleep. Set to a reading from Act 4 of Shakespeare’s The Tempest, voiced by Prunella Scales, it ends with the strap line, There’s no bed like home.
I had to do the obvious and look for the original text on Shakespeare’s The Tempest. I found it.
The Tempest. Act 4, Scene 1, 140.
Prospero to Ferdinand:
Our revels now are ended. These our actors,
As I foretold you, were all spirits and
Are melted into air, into thin air.
And like the baseless fabric of this vision,
The cloud-capped towers, the gorgeous palaces,
The solemn temples, the great globe itself—
Yea, all which it inherit—shall dissolve,
And like this insubstantial pageant faded,
Leave not a rack behind. We are such stuff
As dreams are made on, and our little life
Is rounded with a sleep.