How the Ikea Christmas ad brought grime to the masses | Jeffrey Boakye

It shouldn’t work, but it does, because grime MC D Double E breaks through the usual seasonal superficialityEverything you need to know about why Ikea’s Christmas ad is a big deal can be summarised in one word: grime. The Swedish furniture monolith has drawn on the genre that has given us Stormzy at Glastonbury, two Mercury music prize winners, #Alexfromglasto and a 21st-century cultural earthquake that continues to reverberate through the mainstream.The central conceit of the ad is