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Storage Company Unpacks a Surprise Viral Hit About Preparing for Parenthood


Extra Space Storage—which offers storage space for your old drum set and boxes of Beanie Babies, not your digital files—created this ad, believe it or not, about the joys and woes of parenting.

In "10 Things I Wished I'd Known Before Having a Baby" (created by Utah agency Issimo), parents run through pieces of advice like "Take time for yourself" and "Be prepared for the unexpected." It gets increasingly emotional (watching the parents choke up stirs up some feelings) and ends with the No. 1 poignant piece of advice—about love.

It's an interesting (strange?) angle for a storage company to take. But it's clearly resonating, having already topped the 1 million view mark on YouTube. And Extra Space Storage quietly ties it together with simple copy: #makeroomforlife.

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