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Ikea breaks Swede Dreams campaign

Furniture retailer Ikea Canada has released a new commercial called “Swede Dreams” promoting its line of bedroom furniture. The ad makes use of a rewritten version of 1990s Eurodance song Sweet Dreams by La Bouche, performed by Swedish actor Jonas Fornander. The new lyrics highlight the importance of getting a good night’s sleep and the ways in which the chain’s products can assist. The creative takes the form of a music video for the song, featuring various people in non-sleep inducing bedrooms. The campaign was developed by Rethink Canada. It will run on television and online until Sept. 23 as part of a larger campaign for a sales promotion called the Bedroom Event.

“Sleep is absolutely critical to our health and wellbeing and Canadians just aren’t getting enough of it,” said Lena Dukic, brand director at Ikea Canada. “So at Ikea Canada, we want to help. We believe in the power of a complete sleep. With the right, personalized solutions, you can create the kind of environment required to get the rest you need.”

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