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United Arab Emirates, March 11th, 2019: Most people will agree, drama is best left to TV. However, the small, niggling annoyances that upset our daily routine can easily and quickly escalate into melodrama, making us feel like we are living in our very own soap opera. Sleepy after a disruptive night tossing and turning with your uncomfortable pillow? Can’t find a matching pair of smiley socks before an important meeting at work? IKEA, the region’s favourite Swedish home furnishing brand, recognizes the growing need for efficiently functioning homes - organised bathrooms that help us get ready quickly every morning, the ability to get a good night’s sleep, enough storage for our many socks and scarves - all vital elements that help people create living spaces that allow them to easily recharge and get ready for everyday life. In a new, eight-episode video series, IKEA showcases the daily, humorous challenges people face due to a lack of smart functionality and organisation in their homes. Presented in the form of an old-school Spanish soap opera from the 1980’s, a favourite among Arab families, the video series demonstrates regular household circumstances between a happily married couple, Manuela and Jose, whose furniture and storage troubles become a thorn in their married life. Thankfully, they are able to put an end to their daily dramas with IKEA, offering simple storage solutions that turn their house into a home. Through these videos, IKEA’s aim is to remind people of how functional, simple and affordable solutions can make daily life easy. Not only does IKEA believe in the power of better homes and products but also in homes that are a perfect reflection of the people who live in it. After all, a home is where we come to relax, not compete for the next Emmy.
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