IKEA’s ‘bookbook’ video parodies Apple, goes viral
SINGAPORE — Swedish furniture store Ikea’s tongue-in-cheek video introducing its 2015 Ikea catalogue has gone viral with more than 6.4 million views.
SINGAPORE — Swedish furniture store IKEA’s tongue-in-cheek video introducing its 2015 Ikea catalogue has gone viral with more than 6.4 million views.
Clearly spoofing Apple ads, the two-and-a-half minute video shot against a white backdrop with inspirational music playing shows IKEA’s “chief design guru” Jorgen Eghammer earnestly extolling the virtues of the catalogue.
“Once in a while, something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar,” he says, mimicking Apple’s star product designer, Jonathan Ive. “Introducing the 2015 Ikea catalogue. It’s not a digital book or an e-book. It’s a book book.”
He goes on to highlight the features of the “bookbook” – “no cables, not even a power cable”, an “eternal” battery life, “no lag” and so on.
The video, created by ad agency BBH Asia Pacific, was posted on IKEA Singapore’s YouTube account on Sept 3. The “bookbook” is also featured on IKEA's Singapore and Malaysia websites.
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