‘Iconic’ is the word to sum up this huge moment for the culture! Even though the advert is wrapped up in a cute TV family and warm, seasonal package, it’s worth noting that this has not ever happened. We really have an IKEA advert that begins with “BIDI BUP BUP. I must confess, this place ain’t bless…” — this is clearly how a Grime legend sells his furniture!
The streets have ‘D Double E’ trending on Twitter amidst all the excitement and rightfully so. It’s important to the culture to have a raw Grime MC feature on a daytime TV, Christmas advert for IKEA. What a time to be alive.