For the extra shelves we needed. For telling the world they could afford a little bit of design. For making it possible for firms to utstoffera their design-right offices with their quirky smart affordable pieces and parts. And for running ad spots like this one. It caught ADWEEK’s eye and freaked them out and okay, it sort of freaks us out, but, well, we’re talking about it, right? Word of mouth is what you can’t pay for and want especially in this go-viral-and-succeed world. And they’re trying something (courtesy of their agency, Motherforce, London) and got us to think about IKEA furnishing options for smaller homes and non-traditional lives. And, the big and, maybe the greater point is that it’s time to try something, as Old Spice and Heineken have been proving, because our visual tastes have been marching on for a while. It’s not the infamous Harvey Nichols “women wetting themselves with fashion excitement” ad from 2012, after all. See what you think, along with Adweek’s July 2013 assessment of the spot.