Just brilliant. Consider yourself grabbed by the shoulders and earnestly told to watch this:

Apparently the London store where it was filmed is running a contest in which the customer who correctly guesses “which item was most liked by all of the 100 cats will actually win that piece of furniture.” Here’s a behind-the-scenes video:

Gizmodo raves,

An English IKEA decided to release 100 live cats overnight. Why? Why would you question such a thing? The video is the most amazing and life-affirming event. Ever. Embrace it. Watch it a thousand times. Watch it ten thousand times.

My feelings exactly.