IKEA Releases 100 Cats Into a Store and the Result is Beautiful

When I ran across this earlier today I assumed that it was going to be some sort of hilarious disaster. A herd of cats running around a furniture store completely unchecked? Bring on the mayhem! Imagine my surprise when it turned out to be as beautiful and heartwarming as the final commercial is. There is a behind the scenes video after the jump where they talk a bit about "the plan" which was really "hey why don't we just try this and see what happens?"  Yet with no real plan to speak of (at least none they convey in the BTS video) the audience is left with a feeling of peace. Peace that not only will they love a home furnished with IKEA products, but so will the furriest members of the family. To me that's the really amazing part of this ad. You have 100 untrained cats running around and the film crew managed to capture amazing moments and bring them all together like this.

Here's a peek behind the scenes:

https://www.youtube.com/watch?v=vCB7RqGS684

Via Gizmodo

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87 Comments

Stephen Cameron's picture

Great idea and well done.
Bonus points for cute kitties :]

www.stephenjcameron.com

EnticingHavoc's picture

How long did it take to corral them all after the shot ?

Ralph Hightower's picture

IKEA should have called the cat herders from EDS:
http://www.youtube.com/watch?v=m_MaJDK3VNE

Jacob BenjaminTaylor's picture

Probably not very long. Cats are usually easy to catch, its just impossible to put them into cat size carriers because they magically expand to 1000x their normal size.

Nicole Vasilopoulos's picture

If they were using boxes, not long at all.

Chris's picture

And they magically add extra legs

Radka Kolacny's picture

...and claws.

JayM's picture

Use one of Ikea's can openers, the electric type, and a few cans of tuna will get many, if not all, to come at same time and place. lol

Paul Couvrette's picture

I spent an entire evening shooting the empty IKEA store in Ottawa Canada just before the big opening...It was amazing to see the pristine store empty and perfectly quiet...Love this ad. http://www.couvrette-photography.on.ca

Paul Couvrette's picture

Btw...to answer a couple of queries...I did not shoot the video for this ad. There are, however some shots on my commercial site showing the opening under the event section...cheers.

Jared Ribic's picture

I've always thought it would be hilarious to release a ton of goats into a WalMart store.

Anonymous's picture

You didn't go to Black Friday at Walmart? :P oh wait.. that was sheep

Samantha's picture

LMHO!!!!!!!

Brian Blueskye's picture

LOL

Regina Hodson's picture

And here I thought they were lemmings . . .

Kamihime Aoi's picture

Black friday shoppers remind me more of bulls. ...Or zombies.

MasMurda's picture

zombulls

Yvonne Davis's picture

LOVED YOUR HONEST INSIGHT I OFTEN ACCUSE THE GENERAL POPULATION OF BEING SHEEP

Nempie's picture

I was threatening to do the same with pigs two weeks ago.

Spy Black's picture

Isn't this something they did a few years back?

James Price's picture

check the dates on the videos

Elliott Montello's picture

This is a few years old now. They shot this advert on a RED One MX, two pimped 7Ds and one 35mm camera and one thermal imaging camera. The D.O.P on this shoot was a friend of mine called Rich Stewart. Very cool concept, thanks for sharing I haven't seen this in a while :)

Yannick von G's picture

thermal imaging? o.O

PepperjackCandy's picture

Maybe so that they could find the cats under the furniture after the shoot?

Jon Sands's picture

...and then the ad agency uploaded it in 480p. Hilarious. I would fire them.

iluvrsmith's picture

Your friend rocked it. Love this

Christopher Li-Reid's picture

excuse me - why is there cat pee on my new couch i just bought?

Reynardt Badenhorst's picture

What they don't show, is all the cat pee, torn curtains, hair on the furniture and disgusting hairballs on the sofa's. Somebody mentioned goats up here, would have been way more entertaining. Cats, grrr, gives me chills down my spine, and my sinus canals.

Christopher Wisdom's picture

Didn't you watch the "making of" video? They cleaned the store afterwards.

Jessica Nichole Myers's picture

No matter. You dont bring home the furniture from the top floor anyhow. You go down and get it from the warehouse.

Alya's picture

you give me chills down my spine. Lighten up.

Angelica's picture

Who is more disgusting? People who hate cats or cats who loves the people? My guess is people like you. No one forces you to buy anything from IKEA right?

iluvrsmith's picture

Let me guess, you have a fish.

Joan's picture

Reynardt, oh You give me chills down my spine.

SO many hateful people, just mention the word cat and people get very nasty.

BTW.....I am highly Allergic to dogs....and I don't post on every video how
much I HATE DOGS !!

I am rather tired of the millions of cat haters on the Internet.

osci's picture

yes they do like the millions of dirt bags that kill black cats on hallow ween around the world :(

Susan Stelljes's picture

Well, there are plenty of people who would rather put up with cat hair than someone who hates cats. Just sayin!

Lucia's picture

if you look at the last frame, you can actually see all the cat hair on the fabric. yeck

Melissa Hawki's picture

I am wondering where they got all the cats and what happened to them afterwards?
Cute commervcial forsure, but I am thinking about cats running scared trying to be captured the next morning. Or frightened that they were all shipped there.
Would be more moving if Ikea used a 100 cats from shelters and used the commercial to have them all adopted.

woofa's picture

Well, if you watched the behind the scenes video you'd know.

Ben McPhee's picture

Haven't you ever eaten at the Ikea Restaurant? Those meatballs... yum.

Paul Bilger's picture

this was my first thought-- cats are so insanely attached to territory, this must have been traumatic regardless of noble intentions and where they ended up

Karen Detwiler's picture

It's true that they are "homebodies" but I know at least two of mine would have enjoyed the adventure of exploring a new place. Cats are very curious and don't get traumatized too easily - unless you try to bathe them ;)

Guest's picture

....and then the ad agency uploaded it in 480p. Hilarious. I would fire them

Tyler Chezick's picture

So what, they were frightened for a few hours in cat carriers. They weren't physically harmed.

Nick's picture

It looks like they were pets of staff members, so they probably went home and were fine and forgot about it.

Mikael Thimberg's picture

As alergic to cats I certainly wouldn't like to go there just 30 mins after 100 cats :S

Kitsu's picture

Watch the making of.

shutup.man's picture

way to repost something thats months old as if its new...

Diane Campbell Hagerty's picture

I hadn't seen it yet, so it was new to me! And I'm glad I got to enjoy it!

iluvrsmith's picture

Ditto

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