IKEA advertises its Winter Sale in the US with a hilarious new commercial.

The spot features a family – father, mother, their teenage daughter, and grandfather – stopping in front of an IKEA Winter Sale banner and uttering various other names for the retailer’s sale event using the a.k.a. expression, such as “the a.k.a. up to 50% off already low prices,” “a.k.a. look we could touch everything before we buy it sale,” “a.k.a. I can’t believe you dragged me here I never want to leave here,” “a.k.a if I never get out of here, it was nice knowing you sale,” and “a.k.a. I see why am I FOMO IRL FTW Sale”. “What?” the old man asks hearing this last expression from his granddaughter.

“Call it whatever you want. It’s the IKEA Winter Sale” an onscreen line reads at the end of the commercial, which also informs viewers that the sale event, which gives customers the chance to get up to 50% off select items, will be taking place between December 26, 2019 and January 5, 2020.