Video inspo: IKEA stops time in their latest storytelling ad [Video]

In the 2-minute ad, we’re gripped by the initially-confusing opening scene of a man looking around the empty living space of his new apartment, where he’s met with a group of smiling people who appear to be completely frozen, some in sitting positions without chairs, some gathered around invisible furniture.

In a highly creative and moving display of storytelling advertising, it soon dawns on us that by picturing them like this, he’s decorating his home around the people he cares about most. Give it a watch!