--- title: Ikea Releases Hilarious New 'Shelf-Help' Ad description: Ikea has done it again and launched a hilarious new advert, this time by way of a ‘shelf-help’ video for a happy home and private life. canonical: https://time.com/3747087/ikea-advert-video-self-help-guru/ author: Helen Regan article:opinion: false article:content_tier: free article:published_time: 2015-03-17T02:51:42.000Z article:modified_time: 2026-08-04T07:48:32.799Z og:title: Watch IKEA's Hilarious New 'Shelf-Help' Ad og:description: IKEA: The key to all problems in the bedroom. og:url: https://time.com/3747087/ikea-advert-video-self-help-guru/ og:site_name: TIME og:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt0bebb828b86d1cab/698783e0f887dc8cbbe8a9fc/screen-shot-2015-03-17-at-10-29-20-am.png?branch=production&width=738&quality=75&auto=webp&crop=16:9 og:image:width: 738 og:image:height: 415 og:image:alt: Screen Shot 2015-03-17 at 10.29.20 AM og:type: article twitter:card: summary_large_image twitter:title: Watch IKEA's Hilarious New 'Shelf-Help' Ad twitter:description: IKEA: The key to all problems in the bedroom. twitter:image: https://static.time.com/v3/assets/bltea6093859af6183b/blt0bebb828b86d1cab/698783e0f887dc8cbbe8a9fc/screen-shot-2015-03-17-at-10-29-20-am.png?branch=production&width=738&quality=75&auto=webp&crop=16:9 ---  # Watch Ikea's Hilarious New 'Shelf-Help' Ad ## Video: IKEA: The Psychology Behind Why We Overshop [Watch (HLS stream): IKEA: The Psychology Behind Why We Overshop](https://cdn.jwplayer.com/manifests/0fFiBuse.m3u8) (2:31)  _Published 2015-03-11. Here's how IKEA gets us to buy more than we need, explained by TIME writer Josh Sanburn_ by [Helen Regan](https://time.com/author/helen-regan/) ## Helen Regan Mar 17, 2015 2:51 AM UTC  Screen shot—IKEA by [Helen Regan](https://time.com/author/helen-regan/) ## Helen Regan Mar 17, 2015 2:51 AM UTC Furniture giant Ikea has done it again and launched a hilarious new advert — remember the [bookbook](http://time.com/3265308/ikea-catalog-2015/)? — this time in the shape of a “shelf-help” video for fixing a floundering relationship. In the ad, a couple are having problems in the bedroom, “I just wish you knew what to do with your junk,” says the woman as the camera pans down past her partner’s midriff to a floor strewn with clothes. But thanks to a Swedish, turtleneck wearing “shelf-help guru” called Fille Güte (geddit?) who advises the couple to have more space, they are able to get over their storage woes as their room transforms into an Ikea haven. “Always believe in your shelf,” says a very punny guru. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/3747087/ikea-advert-video-self-help-guru/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/3747087/ikea-advert-video-self-help-guru/"},"headline":"Watch Ikea's Hilarious New 'Shelf-Help' Ad","datePublished":"2015-03-17T02:51:42.000Z","dateModified":"2026-08-04T07:48:32.799Z","description":"“Begin your journey of shelf-discovery\"","url":"https://time.com/3747087/ikea-advert-video-self-help-guru/","keywords":["Newsfeed","Business topic","Ikea","sweden","storage"],"thumbnailUrl":"https://static.time.com/v3/assets/bltea6093859af6183b/blt0bebb828b86d1cab/698783e0f887dc8cbbe8a9fc/screen-shot-2015-03-17-at-10-29-20-am.png?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","author":[{"@type":"Person","name":"Helen Regan","jobTitle":null,"url":"https://time.com/author/helen-regan/"}],"articleSection":"","image":[{"@type":"ImageObject","url":"https://static.time.com/v3/assets/bltea6093859af6183b/blt0bebb828b86d1cab/698783e0f887dc8cbbe8a9fc/screen-shot-2015-03-17-at-10-29-20-am.png?branch=production&width=1200&quality=75&auto=webp&crop=1200:675&height=675","width":1200,"height":675,"headline":"Screen Shot 2015-03-17 at 10.29.20 AM","caption":"","creditText":"Screen shot—IKEA","representativeOfPage":true}],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/tag/time-section-newsfeed/","name":"Newsfeed"}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/3747087/ikea-advert-video-self-help-guru/","name":"Watch Ikea's Hilarious New 'Shelf-Help' Ad"}}]},{"@context":"https://schema.org","@type":"VideoObject","name":"IKEA: The Psychology Behind Why We Overshop","description":"Here's how IKEA gets us to buy more than we need, explained by TIME writer Josh Sanburn","thumbnailUrl":"https://cdn.jwplayer.com/v2/media/0fFiBuse/poster.jpg?width=720","uploadDate":"2015-03-11T22:23:23.000Z","contentUrl":"https://cdn.jwplayer.com/manifests/0fFiBuse.m3u8","embedUrl":"https://time.com/3747087/ikea-advert-video-self-help-guru/","duration":"PT2M31S","potentialAction":{"@type":"SeekToAction","target":"https://time.com/3747087/ikea-advert-video-self-help-guru/?jw_start={seek_to_second_number}","startOffset-input":"required name=seek_to_second_number"}}] ```