Here's why Ikea and a grime music star are trending in the U.K.
This June 3, 2015, file photo shows an Ikea store in Miami. (AP Photo/Alan Diaz, File)
TORONTO – It seems an unlikely pairing, but Twitter users in the U.K. have been reacting to the new Ikea U.K. Christmas advertisement that has an unusual narrator – that of grime star MC D Double E.
Grime music originated in London in the early 2000s, emerging from other genres like garage, jungle, electronic music and hip hop.
“By having D Double E do this track this is definitely the best Christmas ad of the year,” one Twitter user wrote Friday.
D Double E, real name Darren Dixon, is a member of the grime group Newham Generals, and is considered one of the genre’s pioneering MCs.
In the ad, D Double E’s voice raps through various household objects, telling a family that it’s time to update their home.
“Silence the critics,” marks the advertisement’s tagline.