IKEA teams up with agency Åkestam Holst for a furniture commercial that cleverly makes use of audience adversity toward TV ads. The advertising endeavor is an extension of the 'Where Life Happens' series. The scene reveals a family, watching a suspenseful thriller. The interior design is cozy and stylish — the pieces communicate with each other to create a homey environment.
As the film is in its most heated moments and the family members are literally standing on the edge of their seats, the program cuts for a commercial break. Disappointed and dissatisfied with this bad taste in TV advertising, the family gets up and leaves the room. At that point, the furniture commercial highlights the various items in the room as offered at IKEA.