• Sweden's IKEA releases a new advertisement that could really get you thinking. (IKEA)
Swedish furniture and homewares store, IKEA, has released a hilarious and thought-provoking television commercial.
Shami Sivasubramanian

4 Aug 2016 - 11:29 AM  UPDATED 4 Aug 2016 - 3:27 PM

In a video that looks set to prove as popular as the ‘Instagram Husbands’ video released last year, IKEA has dropped a new advertisement that makes commentary on people who obsessively take pictures of their meal to share on social media before digging in.

The video pokes fun at the the habit of Instagrammers taking several minutes to find the right angle, choosing the right filter, and going to extremes to capture their meal in the perfect light.

The IKEA ad, titled ‘Let’s Relax’, shows a noble family in an earlier era of Europe sitting down for dinner. As the daughter reaches out to take a piece of food, her father stops her. He claps his hands and summons a painter, who immediately sets up his easel  to begin capturing the still life banquet before him. 

Once the picture is to the nobleman’s standards, footmen take the painting across the land, showing it to villagers and other nobles for approval.  

Only once the footmen return with the town’s general verdict on the painting does the nobleman permit his family to start eating.

While SBS Food is as fond of a beautiful Instagram shot as any other food-lover (shameless plug - we're sbsfood or find us here), we must admit we're impressed with the funiture giant's lateral thinking when it comes to marketing.

Of course it's not the first time that someone's poked fun at an obsession with getting the right shot. 


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