IKEA: they’ve done something right

Not many people have heard me say anything nice about IKEA. Indeed, you could be the first. They have published a superbly funny sketch which pokes gentle fun at what I suppose we can call the Snapchat and Instagram generation. Click and enjoy.

Maybe I’m particularly wired up to foodie issues right now, having just returned punch-drunk from three packed weeks in Brazil, enjoying the delights of the food and drink that that amazingly diverse country can offer. You can get an idea about just a couple of days’ worth of that rich experience in the guest post I wrote for our lovely friend Rosana’s food blog.

Maybe, though, I’m influenced by living with someone who is just as much a foodie as I am and a skilled and enthusiastic user of social media. I’ve learned to draw conclusions about my cooking from whether the camera comes out, or doesn’t, before we can start to eat:

No camera, no commendation: draw your own conclusions

Camera + photo: a few seconds’ ‘immortality’ via Snapchat or Instagram

Camera + photo + invitation to present the dish so the photo can be captioned: high commendation followed by demands to reproduce the triumph repeatedly until some new triumph comes along.

Our old teacher Gerry Lafferty – a Scotsman with an Irish name who taught us English – taught us that putting food in front of someone on the table is a symbol of love and friendship. He was right about most things and I endorse this comment too.

What is better than cooking simple food that family, friends and I can enjoy? If anyone photographs it before diving in, why complain? But have a look at that IKEA film and enjoy its gentle, if not especially subtle, humour.




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