Ikea Just Made the Most Boring Preroll Ads, Yet They’re Totally Mesmerizing

Åkestam Holst does its own version of unskippable spots

Ikea touts itself as a brand that draws inspiration from the everyday lives of people. In its home market of Sweden, it’s leaned in to this philosophy with “Where Life Happens,” which has given us heart-wrenching ads about divorce, single parenting, adoption and even the slow dissolution of father-daughter bonds.

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@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.