Swedish furniture giant, Ikea has rolled out a video, promoting the launch of its catalogue for 2015. Executed by BBH, the video does a clever spoof on Apple advertising while doing a satire on highly enthusiastic technology commercials and product demo videos.
The campaign opens with a shot of fictional character Jorgen Eghammer, chief design guru of the company. He begins the introduction of the product (the catalog) much like the Apple commercials stating, '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 next shot reveals the 2015 Ikea catalog, where the design guru announces that it is not a 'digital' or 'e-book' its a 'Bookbook'. Shot against a white backdrop, powerfully reminiscent of Apple's commercials, Eghammer speaks in an over-enthusiastic tone about the impeccable "book-book" and its many features like easy bookmarking (by dog-earing the corner of a page), eternal battery life, no lag when turning to a page, pre-installed content and instant loading of all pages.
Eghammer goes on to say that the Ikea catalog has a password, which is voice activated. The campaign ends with the shot of a mailbox stating that the Ikea catalogue is free and that one can download it from the mailbox. The video posted on September 3rd has garnered 11 million hits as of Thursday evening.