The feelings I receive when I see these commercials makes me curious of how emotions work and if there where others who had similar reactions on the content. This lead me to check out the comments on Facebook, related to the advertising campaign. This was the beginning of choosing this topic for my study. I wanted to find out which emotions IKEA used in their advertising campaign to market their products. I also wanted to know how the consumers responded to these films on Facebook and how IKEA responded to questions and criticism. The theoretical framework consist of Stuart Hall´s model of encoding/decoding and signs. I used a semiotic analysis method where I analysed the films with analytical tools like: rhetoric, frame, codes, non-verbal codes such as facial expressions and body language. The comments where primary analysed with rhetorical tools. I watched all of the 13 episodes in the campaign before choosing three of them for this study. The criteria was that the comments needed to be of diffrent character, both positive and negative. The result of the study show that IKEA clearly used emotions through frame such as filters and music to connect with the consumers. The analysis of the comments also show that consumers interact with IKEA more frequently when the story consists of strong emotions. Interaction is one important key to establish a successful brand and the conclusion is that IKEA knows that they need to be present in social media where their costumers are. The consequens might be that IKEA is present in social media but devotes too little time to a qualitative dialogue, if that is why the costumers choose to communicate in that plattform.