The trouble with some furniture store ads is that they promote the shop, but not the idea of living with the new stuff that you know you have to lug to your car (or even worse, wait for some pikey delivery men to bring to your home when it's least convenient), unpack and assemble.
The new MFI ads create a nice little bridge between the having and the buying: life going on in and around the swanky new bedroom / bathroom; and the presence of MFI's friendly staff who remind you that you still need to visit the showrooms to buy them.
So, a nice round of applause for MFI's agency, M&C Saatchi? Maybe we should spare one hand to clap with, because the idea is clever enough to catch the attention of the TV viewer.
Decide what gesture you'd like to make with the other hand when you take a look at this, one of several such TV ads made for IKEA in the USA by Crispin, Porter + Bogusky, in 2002.