Here's a smart ad for the Swiss National Insurance Company. What better way to paint a picture of the unexpected than to char a picture perfect Ikea ad? Ikea represents that everything-in-its-right-place company, and this is what happens when things go wrong. You're always taking a risk when you reference advertising other than your own. So, Ikea should take this as a complimented. Ikea's work is so iconic and embedded into the culture that it makes this do a lot of work. We get it right away. It's jarring and it pulls you in. Wish I knew the agency.