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In a year when so many brands have been tarnished by accusations of whitewashing and racism, Ikea has shown how to get it right. It’s wonderful

The new Ikea advert is, as Carlsberg would say, probably the best advert in the world. This may sound over the top but there are sound reasons for such hyperbole.

Adverts still take on huge significance when they feature black people, even as that has become less unusual. Whatever advertisers do with a black person in a commercial is noteworthy, whether good or bad – and the opportunities to get it right have been so limited. In the age of Twitter it is quickly apparent when an advert does something wrong. Apologies and withdrawals have followed missteps by major brands including Pepsi and McDonald’s, but beauty products such as Shea Moisture, Dove and Nivea have been tarnished with much more toxic accusations of whitewashing and racism.

It has taken three generations over six decades to get here. If this is a watershed moment, it’s been a long time coming

Related: I am the woman in the 'racist Dove ad'. I am not a victim | Lola Ogunyemi

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