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IKEA and Mother hail ‘The Wonderful Everyday’

“If it doesn’t work for everyone it doesn’t work at all” says IKEA in this new campaign, ‘The Wonderful Everyday,’ from Mother.

Which is an interesting notion: IKEA-land has always seemed somewhere that has its devoted fans with lots of other people determined not to go there at all. Will this chirpy, rather retro-style effort change their minds?

Not entirely convinced – but maybe it’s a bit dizzying for this time in the morning.

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