Watch Ikea’s Hilarious New ‘Shelf-Help’ Ad

Furniture giant Ikea has done it again and launched a hilarious new advert — remember the bookbook? — 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.