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Ikea’s home-country agency, Åkestam Holst, is really doing an impressive job turning boredom into a marketing medium.
The Stockholm-based creative shop, Adweek’s International Agency of the Year for 2017, debuted a preroll campaign last fall that practically (and sometimes literally) begged you to skip its long and pointless ads. Perhaps because the clips were so mesmerizingly inconsequential, they proved oddly entrancing, with the average viewing time being 3 minutes and 39 percent of viewers reportedly watching the full 9-minute clips, according to the agency.
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