Due to the energy crisis and inflation, life has become more and more expensive for Belgian households. IKEA has been supporting people with accessible quality furniture since day one. But over the years, the competition has become bigger. We needed to remind the audience that IKEA offers affordable high quality products for a better life at home, without referring to the inflation and energy crisis.

A father who's afraid of spiders stands on a BOLMEN stool in the laundry room, while his daughter is catching the spy using a POKAL glass.

An adolescent is watching sports on his phone while showering. He uses the ISTAD resealable bag to prevent his Phone from getting wet.

A man, clearly in a good mood, stands on the scale after taking a shower. We see the weight number going down and notice that the man used a BROGRUND towel rail to support his tummy.

A young mom finally got her baby to fall asleep and tries to leave the bedroom silently. When she steps on a toy only wearing het socks, she grabs a SVARTPOPPEL cushion to muffle the sound of her screaming in pain.

The film belongs to the very top tier in terms of ad impact. It outperformed the average in terms of likeability (7.2/10), conversational worthiness (69%) & distinctiveness (40% vs 26% on the average) according to mResponse research, Mindshare.