Some of my favorite advertising is “brand-awareness” ads rather than specific product videos. I love this video because it does exactly that. Very little detail is given about any of the IKEA products, if at all; the story takes the lead. One way I like to think of these commercials is as a reminder to the public. Internally, IKEA has clear goals and mission statements they follow, but the consumer can easily forget there is more to IKEA than furniture. A commercial like this reminds the consumer not only of the brand, but the brand ethos, creating an emotional connection. This may not lead to someone going to ikea the next day, but it means 5 months from now, they mysteriously feel better about shopping at IKEA in comparison to the competitors.