Ikea offers us a few – very long – minutes of insight into the everyday life of young Swedes (and their furniture). In this one, a young guy goes about the banal task of doing the dishes in his kitchen, putting viewers – to his own amazement and exasperation – in the role of voyeur.

Diego Livachoff: “Something hypnotic. Sometimes, I feel that there are no more possible ideas for pre-rolls on YouTube. However, a new one then comes along and takes you by surprise. I get the sensation that a pre-roll like this makes you pay attention to what is about to happen in that kitchen, instead of watching the video you were actually looking for. It’s the ‘Skip Ad’ that you never want to skip. And I think that says it all.”