Let’s roast some chestnuts and sit down to read A Christmas Carol, because the festive season is upon us – or so the TV adverts are saying. Except that this time one advert stands out compared to the usual festive fare. Instead of a traditional wintry scene, the 2019 IKEA Christmas advert is fronted by East London Grime Legend D Double E.
Launched on 8 November, the advert starts with a couple waiting for their party guests to arrive when all of a sudden, the objects in their house begin to move around and comment on the state of their home. These talking objects are voiced by none other than D Double E. They all agree that this home needs updating.
Not only does this engage with a different audience, but the way D Double E is featured, remains true to his authentic self, even including his catchphrase, “BLKUBKLU”.
It’s the talk of the town that a household name like IKEA has chosen to be associated with a Grime artist:
@dimpz100 – “If D Double E drops them ikea bars in a grime rave, instant wheel up”
@chrisgyu – “D double e ikea advert first advert I’ve reloaded”
@jodemmc – “It makes me happy when I hear D Double E on the Ikea advert”
@abcharilefjhijk – “I’ve watched the ikea advert with d double e about 100 times now and I still love every second every time it comes on”
@jakekervick – “D Double E’s IKEA advert is levels unreal advertising”
Reacting to his fans’ approval D Double E has since collaborated with Noisey
The song used in the advert is now available to stream
