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Ikea usually opts for style over schmaltz in its advertising, but the retailer's latest spot by Mother is a chocolate-box retelling of a couple's life together.

The twist is that each snapshot is shown two ways – a glamorised version and the reality – making the point that it’s the little things in life that matter. For instance, the couple is shown winning a doubles Grand Slam tennis tournament, and then a game of badminton in their garden. At the end of the spot, the woman looks over at an empty chair, indicating that her partner has died. It was directed by The Glue Society’s Gary Freedman through Independent.