Sleep is constantly devalued in culture. We’re told to seize the day and sleep when you’re dead. It’s all of those cultural and social codes that prime us to neglect sleep. So we decided to turn the idea of a great night out on its head, by swapping nightlife antics for bedtime behavior. We embraced the joy of missing out (#JOMO) and encouraged the nation to pull an all-nighter under the sheets. Introducing the IKEA Nightclub.

This film opens on a group of friends driving through town late at night, looking as if they’re on their way to a party. Arriving at the nightclub, everyone is dressed head to toe in sleepwear. They pass a food truck that's serving bowls of Cheerios and toast kebabs and gain entry to the club with stamps from the bouncers.This "nightclub" is far from ordinary though, it’s full of beds. It features bartenders serving hot herbal teas as though they are cocktails, a bathroom full of people taking off their make-up and brushing their teeth whilst others put in earplugs and read. Towards the end of the spot, as the participants are tucked up and ready to drift off, a sheep appear on the balcony, bursting into glitter as they jump off.