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Most furniture advertising is still quite conventional and functional in its imagery, at least as far as manufacturer advertising is concerned. This is advertising that is predominantly intended to reach the main target group of women, but fundamentally misses the mark. Thus, it is still felt that the products are too matter-of-fact, even in the consumer sector, and here too, there is still too little humanity: real brand ideas or a diversity claim are an exception, but not the rule. Time to chill. A slogan supported by the question: "Who are you when you're relaxed?" enters into a female dialog with its audience. People-centered, at eye level. Communication that opens. The visual storytelling expresses the diversity of relaxation, which ranges from cuddling with the dog or children, to yoga poses, to a conscious diversity claim.