You know them; you might even be one of them: the people who spend an obnoxious amount of time photographing their food, looking for that perfect Instagram shot that will generate a flood of likes. Ikea is very much aware of the phenomenon and came up with a great answer to it, a hilarious commercial that’s going viral.

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The reason so many people post pictures on Instagram is pretty simple. All of us carry powerful, internet-connected cameras in our pockets. And gratification is instantly available from our social circles. Snapping a great picture takes only a few seconds, and the likes should come flooding in when you snap that amazing shot.

Ikea challenges us to imagine what the same type of action would have looked like a few centuries ago. You know, generating an instant social response for a picture showing nothing but the food you’re about to eat.

“Let’s relax. It’s time to check those expectations at the kitchen door, and rediscover the simple joy of cooking, eating and being together,” Ikea’s message reads on YouTube — and that’s pretty much what we expect from the furniture giant.

We won’t spoil the video for you, but make sure you watch it in full below.

Hit this link to see other hilarious Ikea commercials.

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