IKEA UK zeroes in on specific products with an ad that embraces the art of napping. In 2018, the megastore is "venturing away from its traditional room-specific focus" and instead focusing on smaller pieces. This technique calls attention to specific furniture pieces and, in a way, enables the consumer to better visualize the piece in their own space instead as a part of a foreign whole.
IKEA UK's commercial also taps into a very personal and comfort-inducing activity. The video exhibits the tranquil and revitalizing qualities of the art of napping and features a voiceover that softly communicates "Wonders can come out of the blue." The ad features a woman tossing pillows onto a couch. magically transforming into a cat and taking a sublime nap on the comfy IKEA couch.