Getting on the Tube this morning I saw this piece of guerilla advertising which is really rather nice.

It ties in very nicely with the rest of their campaign (by Mother London I believe) which features above-the-line as well as a YouTube takeover which is rather nice and links individual pieces of furniture off to the Ikea website. The strapline itself ‘Happy to bed’ might be a little daft but it’s got itself well and truly ingrained in our household.