Ikea's furniture sucks, but I have a soft spot for this commercial

Saw one of my favorite commercials last night. They seem to dust it off every year for a short spell and then put it away like some sort of special treat. The commercial is for Ikea, of all places. (It was created by Zig for Ikea Canada and then adapted for nine countries, including the U.S.) I've pretty much vowed never to shop at Ikea again after years of buying wobbly furniture with screws that want nothing more than to strip. Still, this spot, where the woman flees Ikea like she just robbed the place because it was so cheap, is a solid piece of 30-second cinema. Maybe it's the fact that she's dressed like an insane librarian. Maybe it's the sheer over-the-top joy she exhibits as she and her husband pull away. Or maybe it's just a relatable scenario. Generally, if I notice, I'll point it out to the person at the register if they've undercharged me (although it's usually the other way around). But given the amount of crappy furniture I've bought from that place, combined with the hours I've spent assembling it, I would have to consider letting it slide if an Ikea cashier forgot to ring me up for a shelving unit, a wicker chair or set of scented candles. I don't know if I could mount the enthusiasm that the actress in the spot summons, but I'd probably feel pretty good. Or at the very least, justified.

—Posted by Kenneth Hein