Czech-based furniture giant IKEA surprised customers on Saturday with its horror movie-like video aimed at raising awareness about domestic violence.
The video shows a horrified woman sitting in her apartment surrounded by shattering glass and closing doors.
At the end of the clip, an angry man appears to be torturing the woman with a caption explaining that domestic violence is often hidden, and that IKEA believes home should be a safe place.
Following reports on the video by several marketing magazines, the clip sparked some controversy on social media.
"It's so touching that I have goosebumps," wrote a Facebook user, adding that domestic violence is not noticed enough in the Czech society. Other viewers were less convinced. Another wrote: "Only a fool can be affected by such disturbing videos."
A recent survey showed that 73 percent of women in the Czech Republic consider domestic violence a serious problem that is being ignored, while only 50 percent of men agreed.
