IKEA released an ode to its iconic blue bag in a short, heart-filled ad which highlights the multi-functional 'Frakta tote.'
'Frakta,' meaning 'carry' in Swedish, served as the inspiration behind this film as it centers around the uncomplicated design for complicated situations."Why should function and quality be a privileged for the few?" asks the narrator as a man is seen fashioning a blue IKEA bag to the hood of a woman's car, in lieu of a suitcase. "The most hardworking bag in the world" is put to the test throughout this ad, carrying the clothes of a man post break-up, serving as a rain jacket for both humans and dogs, and holding its own in the elements as its blown and thrashed across a windy beach.
The Frakta bag has been in the spotlight recently, after designer Balenciaga sold a £1,705 version of the tote and surfaced 'hacked' products like thongs and baseball caps made from the blue bag went viral.
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