A second appearance for IKEA on the FeelMore50 with this Polish commercial, a high-concept piece with clever execution. Taking its cue from the phrase “sleeping like a baby”, the ad shows infants waking up in an IKEA bed, going through an adult routine, and gradually aging over the course of the working day. By bedtime, they’re grown-ups, but overnight, the bed works its magic…. The charm of the ad is in the execution, with adorable child actors behaving like grown-ups. It’s a simple but clever ad and a worthy 5-Star winner.