You just got your paycheck, so you're ballin' out at that hot new brunch spot with, gasp, bottomless mimosas and chicken and waffles. Your avocado toasts arrive, and you and your friend make sure the bellinis fit perfectly in your photo frame. Oops, forgot to lie your Ray Bans nonchalantly by the sugar. There you go.
A full five minutes later, you've got your 'gram. Your toast lost several degrees of crispiness, but you've already got 14 likes, so whatev.
You and your friend are sort of spending quality time together, but not really because you're both constantly glancing at your phones to check that minute-to-like ratio. Your friend's post is doing better than yours. Damn. You should've thrown down that extra $2 for the poached egg. Everyone knows a runny yolk adds, like, a 13 percent boost in likes. The toast isn't as good as it looks, but eating it is so much more fun than taking pics of it.
Have you done this? Probably, and IKEA knows it. That's why the Swedish furniture company made an awesome ad parodying our obsession with documenting our meals (video below).
The video, called "Let's Relax," opens in the 18th century with a bourgeois family, clearly about to chow down on an elaborate feast. A servant sets what looks like a fabulous roasted bird on the table, laden with fine fruits and silver dishes. The squad is dressed to the nines and has their forks at the ready. A girl plucks an apple from the bounty, when -- not so fast! -- Dad wags a finger and rings a bell for the 'gram.
Er, the painter.
The artists and helpers storm into the dining room to paint the feast with great haste (and exceptional detail, I might add), as the family goes hungry and the food untouched. The painting is done, but it's not time to eat, for no one has SEEN the painting!!!
Artist and helpers race their carriage throughout the town for the anxiously awaited approval of random people. A few thumbs point downward, but the feedback is mostly positive, so back to the dining room they go.
They tell the hungry family the painting was a success. The family eats. The mood improves significantly.
"It's a meal, not a competition," the video ends, giving us a much needed reminder to put down the phones and enjoy not only the company, but the food.
This isn't the first time IKEA's gotten smart on their ads. In 2015, they marketed their catalog by cleverly making fun of Apple's "self-serious" commercials.