Part how-to video and part product commercial, the same team behind the IKEA cookbook, Hembakat är Bäs have created ten unique videos to get viewers excited about cooking, eating, and going to IKEA.

Last fall on PSFK, we covered the IKEA cookbook Hembakat är Bäst (translating into Homemade is Best) photographed by Carl Kleiner. The concept re-emerges again in the form of a video series named ‘Art of Cooking'. Blending aspects of a how-to video and product commercial, each video demonstrates quick and easy culinary methods from preparing sushi, prepping egg yolks, and making espresso. The same creative team behind the cookbook, Kleiner and stylist Evelina Bratell produced the ten short videos to get viewers amped about the IKEA shopping experience, food, and eating. What makes this series of ads standout is the practical demonstration of IKEA products, slapstick sound effects, humor, and the bite-sized nature of each video.

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