The iconic British garden gnome stages a back yard revolt and sabotages a couple who are trying to improve their garden in Ikea’s new campaign.
The music video for The Palace Of Budapest Philharmonic Orchestra's cover of the Mötley Crüe song 'Time for Change' is part of Ikea’s “'Make More of your Garden” campaign by London agency, Mother, which aims to encourage people to transform their outdoor spaces.
“They have some opposition to the change, from the ultimate embodiment of everything that’s tired and dreary about British gardens – the garden gnome,” says Mother.
“The gnomes will do anything possible to keep the garden the way that they like it – kitsch and dull.”
Five versions of the TV advert, directed by Mike Maguire at Biscuit, have been produced and include 60” 30” and 10” commercials.
Post production was carried out by London’s The Mill. Their lead 2D artist Hugo Guerra explains: "This was one of the fastest turnarounds we've ever worked on in the Nuke Studio. We worked on a total of 41 VFX shots and obviously a lot of them with an awful lot of duplicate gnomes in them!"
This is not the first music video that Ikea has released. In 2012 Mother and Ikea released a new version of Jona Lewie’s song “You’ll Always Find me in the Kitchen at Parties” performed by UK group ‘Man Like Me’ as well as recording a music video, which sees the band experiencing four very different Ikea kitchen parties. The music promo was cut down to a 60-second ad which was aired on television.
You may also recognise “Playin’ With My Friends” which featured as our Spot of the Week 2012/45. Featuring toys that are brought to life, it also served as a music video, performed by Masters in France.
Video: Ikea “Time for Change” by Mother, London
Video: Ikea/Man Like Me feat. Jona Lewie “You’ll Always find me in the Kitchen at Parties” by Mother, London.