The world went in a frenzy over the first-ever photo of the black hole, which has inadvertently transformed to hilarious memes. Despite the image being free-to-use, brands have decided to cash in on the hype.
Leveraging the trend in a friendlier manner is IKEA Poland, which has made light of the situation with a humorous ad for its new ‘DINERA’ plate.
Together with advertising agency Saatchi & Saatchi, the tongue-in-cheek ad sees the headline “THE FIRST EVER PHOTO” accompanying the black plate, which resembles the black hole.
IKEA also reminds shoppers that while the product is new, you don’t have to “travel 550,000 light years” in search for it because you can get it from the nearest IKEA store.
According to the Guardian, the black hole “photo” comprising a smaller golden ring isn’t actually a photo, but was formed by the Event Horizon Telescope (EHT) project.