This Ikea commercial suggests that Ikea's prices are so low it seems like it was accidental. After she pays and looks at her receipt, the woman in the commercial begins to behave suspiciously (shifty eyes, running to her car) and it's clear to the viewer that she thinks she's getting away with something.
Ikea wants to lure customers in with their "criminally" low prices.The viewer sees that the subject of the commercial paid a price so low that she can't believe it. This leads them to believe that they can have those prices, too.
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