Swedish furniture maker Ikea released an ad for its new 2015 catalog that spoofs Apple's obsession with user friendliness. The ad comes a week before Apple takes the stage in San Francisco to introduce the world to the new iPhone 6, so the general public is extremely thirsty for anything Apple-related.
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Instead of some new digital device, Ikea kicks it old school and trumpets the values of the codex--the favorite media device for the past 500 years.
"Introducing the 2015 Ikea catalogue," proclaims Jörgen Eghammer, Ikea's "Chief Design Guru" in the gag, which is set against a soft white background. "It's not a digital book or an e-book. It's a book book."
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Yes, this is 2014, and it's really funny when someone uses an offline catalog. Eghammer goes to boast about the catalog's greatness compared to pesky digital devices that require power.
"The first thing to note is no cables, not even a power cable," Eghammer excitedly claims. "The battery life is eternal."
Sharing, of course, takes on a whole different meaning in the real world. Eghammer notes the catalog features a special color-coded system of saving notable items-and the video shows a series of Post-It notes sticking out of the catalog.
"If you want to share a particularly inspiring item," Eghammer says, "you literally share it."
