Hypnotized, One Couple Lives Its Future at IKEA

IKEA turns a furniture showroom into a time machine, as hypnotist Justin Tranz sends one couple ahead 12, 18, and 23 years to witness their future together.

By Kathleen Corlett | Published Aug 21, 2014 2:13 PM

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A birthday celebration in an IKEA bedroom

Photo: Courtesy of IKEA

Here’s what we’ve been waiting for: It’s the first official video in a mind-bending new promotional series from IKEA. If we were excited about last week’s trailer—and we definitely were—then we are beyond thrilled today. Whereas the teaser clip left us intrigued and yes, slightly confused, the full video leaves no doubt that the Swedish retailer has done something remarkable. With the help of renowned hypnotist Justin Tranz, IKEA showed real customers a glimpse of their future.

The story begins with Tranz on the floor of an unidentified IKEA showroom. A few cuts later, Tranz is lulling one willing couple, Adam and Sofi, into what looks like a genuine state of hypnosis. What comes next is truly amazing: From room to room, with different hired actors helping cement the illusion, Tranz leads the couple through scenes from what, to their hypnotized minds, must have appeared to be moments from their life together 12, 18, and even 23 years down the road.

As Adam and Sofi walk and talk through these—to put it lightly—novel experiences, IKEA goods provide the familiar domestic backdrop. Soon, the price tags hanging from the furniture become less noticeable, and the viewer forgets this is all taking place in a store. In one scene, we meet the couple’s daughter; in another, we see her as a rebellious teenager; finally, we meet her live-in boyfriend. Throughout, there’s IKEA, providing “solutions for every episode in life.”

When it comes to hypnosis, you’re either a believer or you’re not. But when it comes to ad’s message, we think there’s only one conclusion: No matter where you are in life, no matter your current needs, you can always find a way to live better at IKEA.

This post has been brought to you by IKEA. Its facts and opinions are those of BobVila.com.