While the world has already grown weary of Frakta-inspired items, Ikea has chosen to grab the moment to remind customers why its big plastic bag is so iconic in the first place. In the short (made with ad agency Acne), the bag literally is a part of the fabric of people’s lives, a point driven home by a collection of scenes showing people going about their lives, making use of the bag, including one in which a woman uses the Frakta to help toss a man out of her life.
In a holler back at the plethora of items created from deconstructed Frakta bags, one scene shows a bulldog wearing a Frakta dog coat.
During the video, a voice over narrates, “Wow, look at the bag. Might be the most hardworking bag in the world. Every single day, why should function and quality be a privilege for the few if we can do something about it. That question is behind everything we do. So in a way, when you carry this blue bag around, you carry a lot of the stuff we believe in as well.” Cue soaring music!
Props to Ikea for managing to create a video about a plastic bag that is touching!
Check out the video below.