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Ikea isn’t a brand usually synonymous with luxury, so creative agency Mother aimed to show off the design and quality of its kitchen furnishings by inventing a fictional premium brand with its own commercial and influencer event.
The 30-second “Eureka Spiritis” spot is dripping with absurdity and pretension, with a woman playing a cello under the light of a full moon as a spokesman gives a tour of a kitchen, pointing out that the mix-and-match doors and drawers are guaranteed for 25 years.