Status anxiety is what all social media websites feed off – images of missed parties, prize-winning popular novels you haven’t read, the holiday trek you couldn’t afford or the perfect abs you cannot achieve anytime soon. The dish of wine-flavoured chicken clicked against a vintage tablecloth is just one of those manifestations.
But how annoying does it get when you are about to have a great meal in front of you, at a great place and then suddenly your friend gets up and starts clicking pictures of it from all possible angles for a good ten minutes? The angles may even be bizarre, and it can get embarrassing at times.
Swedish furniture retailer company, IKEA has had it enough, and brought out a commercial mocking those pseudo ‘food-bloggers’. They believe food is bringing people together. In a relaxed atmosphere. And the advertisement proves that point, and how.
In the video, one can look at an age when there were no smartphones with great cameras. During those days, great meals could probably be availed by rich people only.
The advertisement is sure to go viral, as many see the people clicking pictures of food as annoying. But the moot question that remains is, how much of this social message will be retained by them.