“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.
— ACNE (@acnecollective) April 25, 2017