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.
Celebratory Furniture Bag Campaigns
More Stats +/-
Future Festival & Malcolm Gladwell - Early Bird Deadline
Swedish Furniture-Inspired Bralettes
Cheap Chic Tote Bags
Vividly Reimagined Retro Sneakers
Iconic Furniture Brand Sneakers
Free 2018 Report & eBook
Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book.
Our Research Methodology
This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.
IKEA's New Video is an Ode to Its Iconic Blue Frakta Tote
- By: Ellen SmithJun 5, 2017