IKEA Toasts Unheralded Essentials with Funny “Everyday Heroes” Commercial

IKEA has worked with advertising agency Forsman & Bodenfors to launch a new campaign dedicated to toilet brushes, clothes hangers, mattress protectors and other everyday items that we often take for granted. The “Everyday Heroes” commercials aims to shine a little light on those products that don’t usually get much recognition for all they do for us. Featuring an epic voiceover and movie-score-style music, the final product is pretty hilarious. Says director Joachim Back of his involvement with the piece: “To really get under the skin of these everyday heroes, I lived with them for 42 years. I’m full of admiration and it feels good to be part of this tribute.”