Imagine a world without textiles. No clothes, no towels to dry yourself with, no pillows to rest your head on after a long day at work.
This IKEA ad gives a glimpse into a world without fabrics, where rugs are made from sand, suits are made from boxes and bath sponges are cacti.
The two-minute campaign for the new Ikea catalogue, to be launched in the US, focuses on the company's theme of textiles, and highlights how much we take them for granted.
The uncomfortable ad from McCann New York promotes how, with the help of IKEA, "a little bit of softness can change your world".
IKEA knows that life is hard without textiles, and it seems viewers agree, as the commercial has already racked up 8,830 views and 1,157 shares. After all, nobody wants to be left naked, cuddling a rabbit just to feel some softness.