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It shouldn’t work, but it does, because grime MC D Double E breaks through the usual seasonal superficiality

Everything you need to know about why Ikea’s Christmas ad is a big deal can be summarised in one word: grime. The Swedish furniture monolith has drawn on the genre that has given us Stormzy at Glastonbury, two Mercury music prize winners, #Alexfromglasto and a 21st-century cultural earthquake that continues to reverberate through the mainstream.

The central conceit of the ad is simple: a modern (read: young, mixed-ethnicity, good-looking, inoffensive) family, sitting about in their home being modern, good-looking and generally inoffensive. The mum looks around and realises how shabby her surroundings are. Suddenly, all manner of kitsch and very un-Ikea ornaments come to life and start spitting bars about how clapped-out the flat is, in grime star D Double E’s unmistakable warbling couplets.

The irony is that for all the warmth of D Double E’s persona, Ikea is kind of cold

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