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Venida Evans began appearing in a series of IKEA advertisements beginning in 2008 as an invisible, older woman known simply as “The Muse.”
The commercials were created by Deutsch New York, the ad agency which is responsible for IKEA’s advertisements in the United States.
While some television viewers thought that Evans was a ghost in the IKEA ad campaign, executives at Deutsch New York envisioned her character as a “muse.” Peter Nicholson, the chief creative officer of Deutsch New York, described the concept of the muse which Evans plays in the commercials saying, “She’s the voice of reason and support and your consciousness of why you made a good purchase of an Ikea product. She’s got this Mary Poppins quality to me.”