IKEA’s newest ‘School Lunch’ ad is sentimental — highlighting the close bond of a mother and daughter duo. The commercial also spotlights the functional design of IKEA kitchens as well as the Swedish lifestyle retailer’s range of artisan food and beverage products, lunch bag accessories and more.

What appears to be a video of a woman making lunch for her child turns out to be a scene of a young girl packing a lunch for her mom as she prepares to leave the house for work. The ad spotlights IKEA’s “within reach” design philosophy with everything from its modern kitchens, eco waste disposal products, food products and lunch bags featured.

IKEA’s School Lunch tv spot is a sentimental back to school ad and shows audiences just how accessible and affordable its kitchens are for those seeking quality on a budget.

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