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The best response to the sale of the world’s most expensive work of art came from IKEA.

The Swedish furniture brand had an amusing ad that rolled out on social media as a response to Leonardo da Vinci’s Salvatore Mundi painting-“the Savior of the World”—, which sold at Christie’s for a staggering $450 million.

Done by Acne agency along with Creative Hub, Ikea’s in-house agency, the advert highlights the affordable prices the Swedish manufacturer is renowned for, by displaying the priceless painting in one of the company’s $9.99 Virserum gold frames, with the strapline: ‘When you spend $450 million on a painting but don’t like the frame.’

Topical campaigns otherwise known as real-time marketing (RTM) often fail to hit the mark. By being relevant to the brand’s values, Ikea nailed it right with a snappy and funny ad that ended up widely spreading over the social sphere.