Ikea Christmas ad

Traditionally a time of extravagance, more people are beginning to consider the balance between indulgence and wastefulness as they celebrate the festive season.

Ikea Russia is tackling the issue head on this year with its new campaign, as it encourages a more considered approach to Christmas consumption.

Directed by Ilya Naishuller, the film starts out innocently enough with a typical Christmassy scene of a young boy playing in the snow, soundtracked by festive classic Carol of the Bells.

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