The traditional family unit is dead, the flesh flaking from its rotting corpse. It is torn apart by marital infidelity, teenage alcoholism, suspicion and inter-generational miscommunication. Not the words of the Daily Mail, rather the foundation principles of MFI's ad campaign.

Their central contention is that MFI bedrooms and kitchens are so automatically homely you'll feel ready to do everything that you'd do at home in the MFI showroom. So we witness a 15-year-old girl being bawled out by her mum for coming home drunk while the father, perhaps broken by years of such disquiet, looks on. She storms off to her bedroom, which is of course slap-bang in the middle of the shop floor.

In another ad, a couple in their 50s row blazingly, she thinks she has found evidence that he is sowing his wild oats in beds other than the marital one. He pleads, he placates, and then the camera pans back to show other shoppers browsing their violent domestic meltdown as if it were a sample book of flock wallpaper. Is this really how MFI want to be thought of? As the people who make the rooms in which the nation has its rows? It's not as if we crave for our tear-drenched shrieking to be played out in maximum luxury in an MFI bedroom suite, with vibrant reds and vivid purples to maximise our rage. Having said that, all this does lead to one very interesting celebrity endorsement possibility. I'm thinking John Darwin happily whiling away the hours in an ultra-luxurious MFI secret antechamber as his kids mourn his "death" in the next room. They're going to struggle to top that for dysfunction.