Dougal kicks off Mother London's new campaign for Ikea with a spot celebrating the fun of getting everyone together around the dinner table. Set to a very catchy track, "Playin' With My Friends" by rising British act Masters In France, the spot is a colourful trip around the kitchen and through a child's imagination, showing us what hosting a dinner party looks like when the kids are in charge. The little chefs are joined by a cast of larger-than-life characters who give them a furry helping hand with getting dinner on the table, because who wouldn't want to sit down to dinner with a monkey, a robot and a dinosaur once in a while?
The lively spot shows how Ikea can help adults get kids involved around the kitchen, as part of their new campaign focusing on the way people use their homes. The campaign is based on a series of playful music video/commercial hybrid films accompanied by music from up-and-coming bands, with 30 and 60 second versions created for television and full-length music videos for the web.
In this in-depth talk, ethnographer and leadership expert Simon Sinek reveals the hidden dynamics that inspire leadership and trust. In biological terms, leaders get the first pick of food and other spoils, but at a cost. When danger is present, the group expects the leader to mitigate all threats even at the expense of their personal well-being. Understanding this deep-seated expectation is the key difference between someone who is just an “authority” versus a true “leader.”
For more on this topic, check out Sinek’s latest book Leaders Eat Last: Why Some Teams Pull Together and Others Don’t now available for pre-order.
About Simon Sinek
A trained ethnographer and the author of Start With Why: How Great Leaders Inspire Everyone to Take Action, Simon Sinek has held a life-long curiosity for why people and organizations do the things they do. Studying the leaders and companies that make the greatest impact in the world and achieve a more lasting success than others, he discovered the formula that explains how they do it.
Sinek’s amazingly simple idea, The Golden Circle, is grounded in the biology of human decision-making and is changing how leaders and companies think and act.
His innovative views on business and leadership have earned him invitations to meet with an array of leaders and organizations, including Microsoft, Dell, SAP, Intel, Chanel, Members of the United States Congress, and the Ambassadors of Bahrain and Iraq.
Sinek recently became an adjunct staff member of the RAND Corporation, one of the most highly regarded think tanks in the world. He also works with the non-profit Education for Employment Foundation to help create opportunities for young men and women in the Middle East region. He lives in New York, where he teaches graduate level strategic communications at Columbia University.