"Wow look at that bag," the voiceover reads at the beginning, "...might be the most hard working bag in the world".
The video then proves that point as the bag is thrown around, tied up on top of cars and in trailers, put over a man's head as an umbrella, sitting with a family at the dining room table and being carried over the arm of a man in a suit and woman in a bikini. It's even been styled into a coat for a dog.
The campaign adds to the attention the blue bag has received this year after French designer Balenciaga released a bag that was near identical to it.
When people called out the copy on social media, Ikea took a tongue-and-cheek response by reminding people it's giant blue bag is the original.
This story first appeared at StopPress.
Idealog has been covering the most interesting people, businesses and issues from the fields of innovation, design, technology and urban development for over 12 years. And we're asking for your support so we can keep telling those stories, inspire more entrepreneurs to start their own businesses and keep pushing New Zealand forward. Give over $5 a month and you will not only be supporting New Zealand innovation, but you’ll also receive a print subscription, an Idealog t-shirt and a copy of the new book by David Downs and Dr. Michelle Dickinson, No. 8 Recharged (while stocks last).