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.

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