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Spike Jonze’s career in video production has seen him direct many adverts and music videos before he moved to the big screen, but this classic Ikea ad might well be the pinnacle of his career. In the space of 60 seconds, he uses clever camera angles, soundtrack and lighting to make us feel sympathy for an inanimate object, before tearing us down in the most hilariously blunt way possible, all while staying true to Ikea’s brand and central message of quality. Yeah so Her might have won him an Oscar, but this advert will be remembered as where it all started.

Spike Jonze|Ikea|Branded Content|Funny

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