A bit of weekend fun! This is actually an IKEA ad from 3 years ago, but I just found it yesterday. It’s part of a ‘Storage Problems’ campaign. In this 15 second ad, they use the metaphor of a neatly arranged and precisely packed bento box to promote the idea of ‘solving storage problems’ - using IKEA items, of course.
I just love the metaphor, not to mention that really neatly arranged bento box!
[ETA]: A couple of people wanted to know what’s in this bento box. I am just guessing on a couple of things, but here is what I believe is in there.
Right side: a bed of rice with the following toppings on the right edge (from top to bottom): sakura denbu, a small crunchy umeboshi (also called ko-ume, small ume, or karikari-ume), and toasted ground white sesame seeds.
Left side, top row (left to right): blanched sugar snap peas turned vertically and horizontally; thinly sliced pork wrapped around blanched carrot and asparagus (called nikumaki usually), sliced - see a version that’s not so neat and square in the bento my sister made for her daughter (in the pink box).
Left side, middle row (left to right): pink and white kamaboko (fish cakes); either orange kamaboko or carrot slices; tamagoyaki.
Left side, bottom row (left to right): I’m not sure what the green and white round things are, but I am guessing some kind of vegetable wrapped around more kamaboko, or cheese, then sliced. The reddish round things are probably carrots again - there is a type of carrot that is that color. The pale yellow and white things are baby corn. The brown thin things with sesame seeds is probably kinpira gobo made with just burdock root, not carrots. I’m not sure what the green star-shaped things with pink centers are…could be okra with mentaiko or tarako (spicy or salty pollack roe) in the middle. And finally there are two little sausages.
Here’s another ad using a suitcase as the metaphor for neatly packed storage. This is great too, but I prefer the bento version.
Read more about the IKEA Storage Problems campaign, including the them song (warning: major earworm!) over here.
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