Why Ikea Put a 3D Bedtime Billboard in Times Square

3D billboards in NYC's Times Square famously hype movies, cars, video games and what all with maximum flash and action. Such approaches are far from restful.

Ikea takes the opposite approach in its latest video installation from Ogilvy U.S. We get a 15-second bedroom scene, on a continuous loop, suspended 30 feet in the air.

For those outside Manhattan, there's a :30, perfect for viewing in bed:

Venezuelan artist Yarge provides the poppy soundtrack. England and Spanish versions of the commercial will run across TV, digital and social media. 

Ikea says the work, dubbed "The Place to Be," taps into feelings of JOMO (the joy of missing out).

Here, Ikea empathizes with folks who long to burrow beneath the covers for a revitalizing respite from our overstimulating world.

U.S. communications manager Christine Whitehawk describes the initiative as a lifestyle play (familiar territory for the brand).

"We are on a mission to create a better everyday life for the many people, and quality sleep has a key impact on our physical and mental wellness," Whitehawk says. "We want to focus on how we can help people furnish their homes for better sleep through our six Ikea Sleep Essentials: comfort, light, temperature, sound, air quality and decluttering."

"Our sleep campaign showcases how Ikea can be your ultimate destination for creating a restful, stylish and budget-friendly space."

Director Alan Bibby and VFX studio Mathematic helped develop the billboard. Joshua Kissi directed the commercial.