The IKEA in Wembley, England gathered 100 untrained house cats to document them roaming the Scandinavian home furnishing store after hours. And why not? No one knows furniture better than cats. They use it for the perfect hiding place when they've been bad. It's their napping spot and their literal catwalk. With the aid of five film groups, the IKEA staff was able to catch all the action for an upcoming commercial to advertise the 2011 catalog called "Happy Inside." The footage of the cats shows them scaling high boards, pushing each other off couches, sniffing coffee cups, playing with price tags and napping in cosy spots. The ad is part of a larger campaign that asks viewers to figure out which pieces of furniture were chosen by the cats for a chance to win one of the items. The participants can share their guesses with friends on Facebook. "The idea behind the work is that cats know better than anything what makes them feel happy inside. They live their lives in pursuit of their own comfort," Feh Tarty, creative director of Mother London and the mastermind behind the campaign, said. "So we released a hundred cats into the IKEA Wembly store, for real, to see where they went and what furniture made them happy.
Visit YouTube for the official commercial.
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