I've got a lot of time for this advert. But maybe that's the problem. It's undoubtibly clever, it makes the reader work a little, but rewards them for doing so. However I can only think that it's a bit too clever. Ads these days quite often need to be instant, not always, but very often. Having what appears to be a front room and the Ikea logo, is not going to stop people in their tracks, they're just going to think "oh furniture and Ikea, great.". Nevertheless taking the well known phrase "free home delivery" to such a level, is smart.
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