IKEA wants to change the home for the better.
Not just with painstakingly hard to assemble flatpack furniture, minimalist pottery and delicious Swedish meatballs, you understand. No, for its lavish new TV ad, Relax, the home-ware giant has something far bigger up its sleeve, raising a taboo topic too often ignored at today’s dinner table.
Forcing us to all have a good look at ourselves, it's bold and confident proof as to the power of good advertising.
We won’t spoil it for you but needless to say it doesn't paint the Instagram generation in a favourable light.