The New And Improved Bookbook

September 4, 2014 LeAnn Wester Stephenson

As some of you know, prior to my life in the antiques business, I was an illustrator and graphic designer in the advertising and publishing world. And although this post has more to do with modernity than antiquity, the dormant "art director" part of me can't help sharing this clever video that was produced for IKEA by the talented agency BBH Asia Pacific.

So, you know how they say imitation is the greatest form of flattery? Well, Ikea's new ad promoting its most recent catalogue "bookbook" is a different kind of video for IKEA; it’s sort of a satire/homage to Apple with just a hint of mockery… And the result is hysterical.

Watch as “Chief Design Guru” Jorgen Eghammer introduces the brand’s latest hi-tech innovation with lines like, "… with an endless battery, page flicking technology, and thousands of pre-installed products, the paper catalogue is set to revolutionize the way people use technology in their homes." And listen for other quotes by Eghammer like, "The 2015 Ikea catalogue comes fully charged and the battery is eternal," and "If you want to share a particularly inspiring item, you literally share it!"