Swedish furniture store – IKEA has launched a new ad campaign to counter the notion of the print medium dying. In a latest spot to promote its 2015 catalogue, IKEA positions its book in a way tech devices have often been promoted. It’s a “IKEA bookbook”!
The “IKEA bookbook” video has gone viral with more than 8.6 million views.
Clearly spoofing Apple ads, the 2-minute video takes a swipe at Apple‘s notoriously over-the-top product commercials 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” – it’s “only 8mm thin”, “weights less than 400g”, “no cables, not even a power cable”, an “eternal” battery life, “no lag” and so on.
“It’s not a digital book, or an e-book. It’s a book book,” said the on screen character. The campaign also asks users to “experience the power of a book” as it has “eternal battery life” and its pages “load instantly, with zero lag.”
In a press statement, the company said:
“In a world where devices have largely replaced books, it’s harder to get excited about a printed catalogue. So for the 2015 edition, BBH Asia Pacific set out to launch the IKEA Catalogue in the manner usually reserved for much-anticipated tech devices.”
Visit the official website on the IKEA bookbook.