Ikea's blue bag holds new wonders for a dull tea party

Mother London takes teacups for a spin

By I-Hsien Sherwood. Published on Aug 29, 2018

Editor's Pick

Mother London's latest campaign for Ikea celebrates the small things that make a home worth living in, even a simple set of dishes.

Bored with yarn duties, three women experience the magic of Egendom plates, bowls and mugs, after the items leap from a waiting Ikea bag to become a larger-than-life spinning teacup ride, à la Disneyland's Mad Tea Party.

"New Wonders Can Come Out of the Blue" (the "blue" of course being Ikea's giant Frakta bag) moves away from a focus on products for a specific room to new products now available at the retailer. Along with dishes, a teapot, napkins and a pot for a houseplant make an appearance.

Two more TV spots from Mother featuring new products and the blue Frakta bag will be released in the next two months. A revamped "New at Ikea" hub on the Ikea UK website will serve as test case before the retailer pushes it globally, supplementing the paper catalogue with a more accessible digital experience.

This isn't the first time Mother London has turned everyday activities into occasions for Ikea celebrations. Earlier this year, ghosts used towels and throw rugs to carouse while a couple ran errands. And last year, a family's small victories turn into reasons to party.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now

Most Popular


Aug 27, 2018
Mother London
The Sacred Egg
Production Company:
Riff Raff
Executive Producer:
Matthew Fone
Cathy Hood
Director of Photography:
Simon Chaudoir
Sam Bould
Edit Company:
Cut & Run
Ruth Minkley
Post House:
Ryan Hancocks
Sound House:
Sam Ashwell
Sound House:
Music Composer:
Tom Player
Music Company:
Twenty Below

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.