Video of the Week: Ikea’s Bookbook

Screen Shot 2014-09-09 at 11.54.22 AMIkea recently released a must-see ad; a parody of Apple’s Macbook adverts. The ad is timed perfectly with the close launch of Apple’s new Iphone, making it a brilliant satirical piece on Apple and their over-the-top tech commercials. Jorgen Eghammer, the “chief design guru” introduces the ad by mimicking Apple’s promotional style,

“Once in a while, something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar.”

The ad then goes on to “introduce the 2015 Ikea catalog. It’s not a digital book or an e-book. It’s a bookbook.”

The two and half minute ad is purposely shot against a white background, similar to Apple’s product demos. Eghammer begins to describe the bookbook’s features with exaggerated enthusiasm, some of which are “eternal” battery life, easy bookmarking by simply bending the corner of the page, and “no lag” when turning the page. This form of marketing reminds viewers of the simplicity of a regular book by introducing it as a new form of technology. By using technical terms similar to most technology based adverts, the feel of a new form of technology is given, making the bookbook not exactly the same as a book. Although the advertisement is about a catalog, it can almost be a sort of homage to all books. Today, we are so caught up with being up to date with technology; we almost forget how simple life could be.

This clever new ad is hilarious, the jokes are simple, easy to follow, and you really need to appreciate them for yourself. Mocking is sometimes seen as flattery, what has been working so well for Apple, is now working just as well for Ikea. It almost makes you want to go out and buy yourself a bookbook. And on the plus side, you don’t even have to build the catalog yourself!

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