A young man sits alone at a Chinese restaurant. Having just finished his meal, he's handed the bill with a fortune cookie on the tray.
Opening it, the message reads "Love is sitting right in front of you."
The man cheerfully looks up to see an overweight man stuffing his face with noodles, also sitting alone. The smile drops from his face as the chubby man turns to look at him, while his tongue clears food out of his mouth. Obviously, an unattractive option at best, though it could have simply been an unattractive woman instead of a man.
The young man then nervously looks around the restaurant as he catches the glance of a sexy, attractive woman at the bar -- she gives him a smile. The man, now excited, folds the fortune to read: "Love is sitting right of you" and smiles at his "fortune."
The screen text then reads "Change something."
IKEA spent between $40 million and $50 million on the overall multimedia campaign.