The close-up of the crying woman with the IKEA logo over her eye is striking and unexpected.

The ad opens with a close-up of a young woman's face, her eye is visible, and a tear is rolling down her cheek. The IKEA logo is superimposed over her eye. The camera slowly zooms out slightly, and the tear continues to fall. Text appears on screen, and the IKEA logo changes to a different version. The woman's mouth is slightly open as if she is about to speak or cry out. The overall pacing is slow and emotional.