One hundred cats were allowed to run loose in Ikea’s Wembley store for the filming of a new television advertising campaign.
The ad, which was the first work done by agency Mother, first aired during The X Factor on ITV1 on September 11.
“The idea behind the work is that cats know better than anything what makes them feel happy inside, they live their lives in pursuit of their own comfort," The Guardian quoted Feh Tarty, creative director at Mother, as saying. "So we released a hundred cats in to the Ikea Wembley store, for real, to see where they went and what furniture made them happy."
The tagline for the commercials is "Happy Inside" and they include music by Mara Carlyle called Pianni.
The Mother web site states that the ad “is part of an integrated campaign with elements that launch later this month including a 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.”