We are in the business of writing about food, and that often entails Instagramming the stuff that we see and eat. But, when we are not working, we simply eat, instead of first photographing the stuff on our plates. That’s exactly what Swedish furniture company IKEA wants you to do. They want you to relax and simply savour the meal. And, they are getting that message across through this classy new advertisement that mocks one of the great afflictions of our age. It’s a brilliantly shot social commentary that will make you laugh, and should make you think.