I love this new spot from Ikea poking fun at all the Instagrammers obsessed with taking pictures of their food. The tag line at the end sums it up so well it’s not a competition, it’s a meal. When tied to the line Relax, they completely sell the concept behind IKEA kitchen design, and the companies approach to cooking and sharing a meal, sharing is about relaxed human interaction, not seeing how many people react to that photo of your meal out. Put down your phone and have a conversation people.