Monday 9 December 2019

Ikea advert parody mocks Apple as it announces 'book' technology

The Ikea store in Ballymun, Dublin
The Ikea store in Ballymun, Dublin

Myles Burke

As Apple prepares to unveil its latest version of iPhone, Swedish furniture giant Ikea has released an advert lampooning the company's hyperbolic launch videos.

Ikea announced it will use "book" technology for its new catalogue, which promises no cables, eternal battery life and "no lag … no matter how fast you scroll".

"Once in a while, something comes along that changes the way we live, a device so simple and intuitive, using it feels almost familiar," promises Jörgen Eghammer, Ikea's chief design guru in the video mimicking Apple's promotional style.

"Introducing the 2015 Ikea catalogue. It's not a digital book or an e-book. It's a book book," he announces as the catalogue is filmed from all angles, highlighting how thin it is and how the pictures expand as you turn a page.

"The first thing to note is no cables, not even a power cable. The battery life is eternal," Eghammer enthuses.

The benefits of old media are seemingly endless: all content comes pre-installed on the book, which uses "'tactile touch technology which you can actually feel."

"If you want to share a particularly inspiring item ... you literally share it," Eghammer says as the catalogue is passed to another person.

The two and half minute long video has been watched almost three million times since it was posted on Wednesday.

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