The company's long-winded, pointless commercials are hard to stop watching

International furniture giant Ikea is creating a buzz with some of the most bizarrely mesmerizing pre-roll ads on YouTube. In their ads, which were created by Swedish advertisement agency Åkestam Holst, Ikea explores trying to maintain the attention of viewers without really doing anything.

It may seem counterintuitive, after all, who would willingly watch a pointless ad? But shockingly, people seem to love what Ikea is presenting. Traditional advertisers are doing their best to gain the interest of viewers in five seconds, but Ikea is doing nothing of the sort. It almost seems that the boringness is what draws people to stay; they have to see for themselves what could possibly happen.

According to CNBC, the ads are a part of Ikea’s “Where Life Happens” campaign, and it certainly does exactly that by demonstrating real life situations and nothing more. One ad features a young couple making out and breaking the fourth wall, telling viewers that they are free to skip the video and are perverts for not doing so. The ad goes on for over eight minutes, the last two of which are simply the man sleeping on the couch. Another ad presents a young man cleaning dishes, a dull activity that most people try their best to avoid, but the sounds and monotony of the commercial makes it almost hypnotic and difficult to stop watching.

Ikea has really opened a new world of possibilities with these ads and it will be interesting to see who will follow suit in the near future. For now, enjoy the four and a half minute video of a young man doing his dishes, below.

Ikea | Åkestam Holst

International furniture giant Ikea is creating a buzz with some of the most bizarrely mesmerizing pre-roll ads on YouTube. In their ads, which were created by Swedish advertisement agency Åkestam Holst, Ikea explores trying to maintain the attention of viewers without really doing anything.

It may seem counterintuitive, after all, who would willingly watch a pointless ad? But shockingly, people seem to love what Ikea is presenting. Traditional advertisers are doing their best to gain the interest of viewers in five seconds, but Ikea is doing nothing of the sort. It almost seems that the boringness is what draws people to stay; they have to see for themselves what could possibly happen.