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Ikea releases new commercial

Furniture retailer Ikea Canada has released a new television commercial promoting its Pax line wardrobe products. The 30-second ad depicts a young girl entering her parents’ wardrobe to play. The interior expands into an infinite labyrinth of Pax products keeping a collection of clothes sorted by colour. The campaign is intended to focus on the organizational functions of the product line. The creative was developed by Rethink Canada as part of Ikea’s ongoing “Beautiful Possibilities” campaign. It is being accompanied by digital, radio and out-of-home advertising, as well as social media content. The campaign will run until Jan. 27.

“We wanted to show Canadians that no matter the storage needs they face in their home, a single Pax wardrobe can be personalized in an endless amount of ways to help you get organized,” said Lena Dukic, brand director at Ikea Canada.

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