Ikea aims to soothe with new ad

We've all experienced being lulled to sleep while reading, even when the material is interesting. Ikea is now wanting the material's main purpose to be lulling you to sleep.

Memac Ogilvy Dubai created a new print ad for Ikea that serves up white noise and a lavender scent to assist in bedtime relaxation. The ad detaches from the back of the magazine, and when the stand is pulled out, it activates a white noise speaker and a lavender scent port. The speaker battery can even be charged via USB cable.

Maybe next issue can also make breakfast the next morning.