'Heroic' Household Objects Have Epic Struggles in a Humorous Ikea Spot

'Everyday Heroes' Are Also Getting a Twitter Account

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Ikea pays homage to prosaic household objects in this latest spot from Sweden, highlighting amusingly the tiny, but essential, roles these "everyday heroes" play in the drama of our lives.

From the hook we sling our bag over to the toilet roll holder that sits patiently waiting for us and the faucet that we spit toothpaste all over, according to Ikea these are "fearless soldiers who serve in the trenches for the greater good."

Anonymous Content's Joachim Back directed the spot for Forsman & Bodenfors, and the epic-style narration is by iconic English actor Terence Stamp. Ikea has also set up a Twitter account, @EverydayHero365, where the humble household objects can tweet about their "struggles."

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Mar 09, 2015
Forsman & Bodenfors
Joachim Back
Prod. Co.:
Anonymous Content
Art Director:
Adam Ulvegarde
Jaokim Labraaten
Martin Joelsson
Agency Producer:
Olle Victorin
Agency Producer:
Jens Odelbring
Digital Producer:
Peter Gaudiano
Digital Producer:
Jimmy Wulff
Production Company:
Anonymous Content
Joachim Back
Executive Producer:
Eric Stern
Brian Quinlan
Director of Photography:
Jan Velicky
Jeppe Bodskov
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