I'm not sure where to begin with this ad from Forsman & Bodenfors in Sweden. The main idea is that they send a hypnotist to Ikea, and have him hypnotize a couple so that they may experience scenes from their future life in the flatpack furniture showrooms in the Ikea store. Just like in the Opel ad from Denmark from earlier this year, they bring in a real hypnotist, Justin Tranz, to enable this time-travel experiment. Soon Justin narrows in on a couple and they get to see their daughter throw a tantrum on her 12th birthday, want to travel to india with her yoga instructor when she's a teenager, and have her boyfriend move into the house when she's grown. I'm not sure what message I'm supposed to take away from this. Is it:

A) Ikea will always be part of our lives, there's no escape.
B) Growing up in attainable design & flatpack furniture turns you into a right brat.
C) People can sleep standing up like horses... and zebras.

So, sorry, they're not selling a flatpack Tardis at Ikea yet, and this is over three minutes of your life that you'll never get back. It does leave me with that same feeling I get after having walked through an ikea store, and end up coming home with more tealights than I could possibly use in a lifetime. They've probably been hypnotizing us all along.

Ad agency: Forsman & Bodenfors

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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