Directed by Martin Pokorný, this minimalist and visually refined spot celebrates the timeless beauty of the classic alarm clock. Through detailed macro shots and a clean, elegant aesthetic, it draws attention to the small design features that make DEKAD both functional and beautiful. The film gently reminds viewers to put their phones aside, slow down, and wake up the natural way. With its calm rhythm and attention to craftsmanship, the spot perfectly reflects IKEA’s belief in simple, thoughtful living.