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In the 90-second spot below, images of inclusion, equality and sustainability play across the screen, presented from a child’s point of view, accompanied by a schoolgirl’s evocative take on Louis Armstrong’s “It’s a Wonderful World.”
Made to sell Ikea furniture in Canada, the ad, which is the centerpiece of a broader “Beautiful Possibilities” campaign, represents agency Rethink Toronto’s first work for the brand. It continues Ikea’s quest to portray itself as dedicated to making the world a better place, and puts the retailer’s core values—not its inventory of beds, bureaus and bookcases—on display.
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