A new set of ads shows how different people revolve their lives around a couch.
A series of ad for Ikea have been uploaded to show the versatility of its sofas. These time-lapse videos show different couches used in different living spaces and situations, including an orangery making apple cider, a castle with children and a pony, and also a studio featuring a female artist sculpturing away.
These ads were developed by ad agency Forsman & Bodenfors, directed by RBG6, and produced by Aspekt. Watch the three ads below: