IKEA’s ‘bookbook’ video parodies Apple, goes viral

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...
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