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Having explored divorce, teenage angst and adoption in ads for its home country of Sweden this past year, Ikea takes the “Where Life Happens” campaign about modern family life into the realm of single parenting with a new :60 from agency Åkestam Holst.
After a long day, a single mother returns home—bags of groceries in her arms—to a house full of messy, oblivious teenagers. After surveying the scene, Mom is overwhelmed by it all and retreats back through the apartment’s front door to get some air on the balcony.
But
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