Ikea's first-ever Christmas advert features a track by grime legend MC D Double E as couple transform home

IKEA is set to release its first-ever Christmas advert tonight.

It shows a family sprucing up their home with Ikea furniture and homeware after being shamed by their ornaments, which come to life to taunt them about the state of their home.

The 90 second ad features an original track "Silence the Critics" by grime legend and member of the Newham Generals, MC D Double E.

Ikea said they deliberately wanted to go against the tide of sentimental Christmas ads.

The advert will be played for the first time during Googlebox on Friday November 8.

But you can watch it here first – as we've got the video at the top of the story.

MC D Double E, 39, has been an artist for over 20 years, beginning his career in jungle and UK garage.


As part of the campaign, Ikea is holding in-store events across the UK to help customers make their homes festive, including "treetorials".

Sarah Green, Ikea's marketing manager, said: “Our first IKEA Christmas advert focuses on the phenomenon of ‘home shame’ – encouraging people to overcome the negative voices in their head holding them back from open up their homes.

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“We believe that every home can and should be worthy of a get-together and that with a little imagination, some clever products and ideas, there’s no reason not to be proud to invite your nearest and dearest over."

Last month, we revealed that Ikea's Christmas tree deal is back, with customers able to buy one for just £9.

The Swedish furniture store is also ditching meat from its Christmas menu.

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