Culture

We Made D Double E Respond to the Comments on His IKEA Christmas Ad

As part of Noisey's long-running People Vs series, the Newham General takes on YouTube commenters on the video for his now-iconic IKEA spot.

by In Paid Partnership with IKEA
26 November 2019, 4:52pm

This festive season introduced legendary UK MC D Double E as a big contender to the Christmas throne. As part of a team-up earlier this month with Swedish giant IKEA – who've increasingly leaned into collaborations (see their recent link-up with Virgil Abloh) – D Double fronted the definitively best Chrimbo ad of the year. Re-live it, here.

The surprising collab spawned think-pieces (The Guardian said it "brought grime to the masses"; Metro said the ad "confirms grime is here to stay"). The full-length single people shouted for online has been released. Memes, also, abound. So, in light of this we had D Double head into the VICE office for an episode of The People Vs.

Watch on, in the video above, as the Newham General responds to comments from fans: revealing the meaning behind his huge ad-libs, what role he'd like to play in Top Boy and more, in the process.

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