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Ikea boasts about its sustainability credentials in its latest TV ad. Mother created the spot, in which a forest is lit up by lamps. A voiceover explains that, by 2016, Ikea will sell only energy-efficient LED light bulbs, before adding: "Sometimes small things can make a big difference." According to Ikea, sustainability is in the DNA of the company, which was formed by the thrifty and resourceful people of Småland, Sweden. The title of the spot, "the wonderful everyday", originates from the desire to celebrate mundane achievements around the house. It was directed by Martin Krejci through Stink. Post-production was by The Mill.