IKEA's New Commercial Makes an On-Point Instagram Critique

IKEA's newest commercial isn't exactly what you'd expect from the Swedish design company—and we definitely don't hate it. The one-and-a-half minute clip depicts an 18th-century version of taking an Instagram photo, from actually painting the scene to physically running the painting around town asking people if they "like" it (which they can express by giving a real-life thumbs-up).

At the end, the video flashes forward to today, showing a father taking a mini-photoshoot of his plate before joining his family for dinner. Finally, "Let's relax," fills the screen, followed by the IKEA logo. The project provides a hilarious and thought-provoking commentary on today's social media culture and the competitive nature it inspires in people—a topic that clearly resonated with viewers. In just four short days, the video has racked up over 3 million views and almost 600 comments debating the merits of photographing your food, and Instagram culture at large.

View the video for yourself below, and shop our picks from IKEA's brand-new 2017 catalog here.



Opening Image: Caroline McCredie/Getty Images