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IKEA Imagines ‘A World Without Fabrics’
By Anthea Quay, 16 Jul 2012
In a two-minute teaser for its new catalog, IKEA imagines a world without textiles.
It’ll be a hard and uncomfortable world, literally: where comfy pillows are made of tree stumps; curtains are made of metal sheets; rugs are made of sand; clothes made of cardboard; underwear made of aluminium foil; and sofas are made of cactuses.
A world where having a fluffy rabbit as a pet makes everything better.
“At IKEA, we have a soft spot for soft parts. The fun and fluffy parts. The romantic and refreshing parts. The colorful and comfortable parts. The parts that put us to sleep, dry us off, help us relax and hide the stuff we don’t want to see. Without textiles, life is hard,” the brand writes about the video.
The spot ends with the tag line: “Life is hard without textiles… A little bit of softness could change your world.”
Watch the ad below:
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