In this advert we see a couple’s insecurities about their home put under the spotlight as a motley crew of household ornaments come to life and mock them on the state of their abode. The gang of knick knacks, including a porcelain panda and a disgruntled dinosaur, taunt the couple by performing a scathing diss track - a staple of the grime genre. Fortunately the quick witted couple soon realise that IKEA has everything they need to turn their home into a festive hangout, allowing them to “Silence the Critics” once and for all. The track was performed and co-written by legendary grime MC, D Double E. A hugely influential figure on the grime scene, dubbed by many as the “godfather of grime”.

The music in this advert was performed and co-written by D Double E, a hugely influential figure in the UK grime scene, dubbed by many as the “godfather of grime”. Grime is a sub-genre of UK garage, typified by lyrics that revolve around gritty depictions of urban life. Despite being highly revered by critics and fans, grime was still a relatively unknown genre to many. This advert was widely praised for its authentic representation of grime and The Guardian newspaper credited it as being the moment IKEA “brought grime to the masses”. The full length track premiered on the BBC Radio 1 Breakfast Show to widespread acclaim, quickly joining the race for Christmas number one and cementing the advert’s status as a true cultural phenomenon.