The first of 3 commercials for Ikea & Mother by The Sacred Egg. All based around the iconic Frakta bag, oh and with a bit of magic thrown in for good measure tea cups, knitting, and 3 old women. Genius. Thanks Mother.

From The Sacred Egg, "Now if it was okay with you guys we’d like to suggest a slight modification to the idea. To hopefully show the bag in a more of an iconic light. So imagine the bag sits on the floor of all our rooms in our home, the lead characters pull products of impossible scales from the bag like magic. Now imagine if there was a beam of light coming out of the bag. Almost like miles down below the floor boards is a sun producing powerful light. The bag is a magical portal. Now the reason we suggest this beam of light is for a couple of reasons. For originality but also because we think it will look amazing and make the spots even more magical... from the start".

You will have to wait and see what happens in the next two!