The aroma

The first thing you notice is the aroma. The ad is printed with lavender ink, because the scent is “known to relax muscles, slow down your heartbeat and improve sleep quality,” according to the ad copy. But most dramatically, you can remove the ad, fold out some tabs, plug the whole thing into a USB to charge, and then use it next to your bed as a white noise speaker.

— Read more at Ikea Created the ‘Sleepiest Print Ad Ever,’ Complete With Scented Ink and White Noise at AdWeek.

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