The story of the Ikea bag

Ikea is celebrating its iconic blue carrier bag with a video showing how its become a part of people’s lives.

“Wow look at that bag,” the voiceover reads at the beginning, “…might be the most hard working bag in the world”.

The video then proves that point as the bag is thrown around, tied up on top of cars and in trailers, put over a man’s head as an umbrella, sitting with a family at the dining room table and being carried over the arm of a man in a suit and woman in a bikini. It’s even been styled into a coat for a dog.

Balenciaga’s tribute to the Ikea bag?

The campaign adds to the attention the blue bag has received this year after French designer Balenciaga released a bag that was near identical to it.

When people called out the copy on social media, Ikea took a tongue-in-cheek response. The Swedish furniture giant reminded people its giant blue bag is the original.

You know the original, you know the #ikeaFRAKTA bag. Our response to @Balenciaga is #pickoftheday at @creativitymag https://t.co/Cz13XLfspN pic.twitter.com/WKlAACkfD7

— ACNE (@acnecollective) April 25, 2017