New Ikea ad celebrates those little magic moments in life

The latest instalment of Swedish retailer Ikea's Wonderful Everyday campaign, combines fantasy and reality to honour the ordinary

A new Ikea TV ad is set to hit our screens this weekend. On Saturday 23 April 2016 we’ll be able to enjoy the latest instalment of the Swedish retailer’s Wonderful Everyday campaign. Yes, those flying, flapping T-shirts will take a bit of beating.

With a pull-on-your-heart-strings soundtrack (You and Me by Penny and the Quarters, to save you looking it up), the Wonderful Life ad opens with a grandma and her granddaughter as she thinks back on her past life.

From learning to drive to playing tennis and going to the theatre, the ad counterpoints dream versions of the events with their reality.

‘We want to bring to life the sentiment of the Wonderful Everyday through the eyes of someone who has lived a long and fulfilling life made up of small personal moments that add wonder to our everyday lives at home,’ says Laurent Tiersen, Ikea UK and Ireland Marketing Manager.

Still remembered for urging us to ‘chuck out our chintz’ in 1996, Ikea’s Wonderful Everday series has included The Joy of Storage with its migrating flock of T-shirts flying south to settle down in warm and beautifully organised storage systems. Come Home to Play featured a Wizard of Oz-inspired robot who falls with style until he discovers his red button and is transformed into a child with a rather nice playroom.

Rediscover the Joy of the Kitchen was the one with the monkeys opening perfectly sliding drawers, perching on worktops and erroneously storing their bananas in the fridge. And, my personal favourite, There’s No Bed Like Home, in which sleepy folk dropped through the sky from mattress to mattress to the sound of that Prospero going on about his dreams.

The new ad was shot by Gary Freedman at Independent and runs from 23 April to 8 July 2016.

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