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Royal Treatment

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"I guess you just gotta find something you love to do ... and do it for the rest of your life," Max Fischer says in Rushmore. Ikea can be thankful that Wes Ander son, director of that film and other off-kilter faves, isn't that obsessive and will shoot TV spots as well as movies.

Shoptalk dropped by Ikea's Elizabeth, N.J., store a little before midnight last Wednesday to find Anderson breezing through the second of two nights of shooting. In a snug navy blazer, multicolored necktie and seer sucker pants, he was personable and in control, even while sorting out the translation of the Spanish-language version of one spot (his pronunciation got high marks from Ikea shop Crispin Porter + Bogusky). The shoot went so smoothly, in fact, that filming wrapped early, thanks in part to spot-on performances from the actors (including Larry Pine, who played the Charlie Rose-type talk-show host in The Royal Tenenbaums).

Anderson was too busy to chat, though, so we could only guess at the source of his affinity for Ikea—though he is known to be pre occupied with arranging sets and props (an art form at the Ikea stores) and many of his characters' names sound a lot like Ikea products ("Dignan" has got to be some sort of ottoman).

The CP+B team was in good spirits, too, and rightly so. Pro ducer Rupert Samuel admits that when they sent the boards to Moxie Pictures to recruit Anderson, "we didn't think we had a shot."