It looks like Ikea is having some fun with best-selling author and Netflix star Marie Kondo.
The lifestyle guru is known for advising people to embrace a simple life lesson–to surround yourself with things that “spark joy,” and to ruthlessly donate or toss the things that don’t (after thanking them, of course). This guidance is a salve for a time in which we all own too much stuff, and it’s exactly what someone needs to hear to ditch that 15-year-old shirt that never fit right anyway.
Now, a new ad from Ikea turns Kondo’s philosophy into the punchline for a witty ad.
The first frame reads “If it brings you joy…” and shares a set of six “Skubb” boxes for displaying knicknacks. (Kondo loooooves little boxes.) The second frame reads “If it doesn’t,” and promotes a $20 Knodd trash can. Both items are presented in white, of course. It’s a deft ad at a time when Kondo’s Netflix series is spurring more people to upend their homes. But let’s be honest: You’ll probably throw both options away at some point.
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