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IKEA – Next Generation

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This new spot for IKEA is a sweet reminder that old pieces of furniture can be a trigger for childhood memories.

The film, called Next Generation, is a dialogue-free, piano-driven piece in which a young father reflects on his own childhood while preparing to pass the warmth he feels for his past onto the next generation.

The spot was directed by Martin Werner through Danish production house, Bacon, and was created by Åkestam Holst

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