The film starts with a mom and her 7 years old son walking down an IKEA store. We see the boy touching materials, measuring furniture, opening cupboards. Then, designing his own kitchen with a salesperson and even flirting with her.

We finally see the boy and his mom at the cash desk, he stops his mom who was ready to pay and do the purchase with his own credit card telling her that at this price he could afford it.

When, however, he is suddenly at the wheel of the car, we are rather confused. In a blink, her small boy has been transformed into a young adult, comforting his mother by saying he will only be moving a few blocks away.

At IKEA, meanwhile, prices remain as “small” as that little boy all year round.