To the sound of an African-American spiritual by Ervin Webb, an office worker staring at the picture of his family gets up from his cubicle. To the initial astonishment of his fellow wage-slaves, he puts on his jacket and heads out. Some of the workers start tapping along to the chant, and then bang their cups and desks to the refrain, before bursting into cheers and applause. As his wife outside greets him, the tagline for Ikea reads, 'If it costs less, you can work less.'