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Ikea is carving out a nice little niche allaying the neuroses of pack rats—also, normal people who just have too much crap cluttering up their lives.
This new spot from the Swedish furniture retailer and ad agency Mother London tells the story of a nouveau bohemian couple trapped in a materialistic nightmare, kept from each by towering walls of books, zines, throw pillows, wicker chairs and other found objects. Ikea's storage products act as the savior, letting these beleaguered lovers find each other among all their shoes.
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