Every Valentine’s Day, brands do the same thing: soft lighting, couples laughing in white sheets, slow-motion kisses, red hearts, and overpriced roses. And then there’s IKEA. Instead of whispering “love is in the air,” IKEA tells you to “Stop sleeping with your ex.” Instead of fairy tales, we get emotional chaos and wordplay like “Losing my sheet.” And somehow, it works. It is not just a joke: it is smart marketing. They are way more memorable than average furniture campaigns because they...