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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.
But in addition to its pathos, we’ve always appreciated its wry sense of humor. The latter unexpectedly shines in a new set of YouTube preroll ads, meant to keep people from wanting to skip them.