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Don't take your toilet brush for granted, says a wise new ad from Ikea.
Aptly titled "Everyday Heroes," the spot—by Swedish agency Forsman & Bodenfors—is a moving celebration of the different household fixtures that improve lives, constantly, in myriad little ways, but still can't get any respect.
It perfectly nails the slow build from suspenseful to smirking to outright hilarious—peaking at the indignity of being a bathroom faucet on which totally rude people are always spitting their toothpaste.
In other words, the concept is brilliantly irreverent—funny because it's true (even if the idea of everyday heroes might be more generally associated with, say, firefighters).
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