Authored by Kristina Rickards
“At only 8mm thin, and weighing in at less than 400g, the 2015 IKEA Catalogue comes pre-installed with thousands of home furnishing ideas.”
By reading that, you’d think it’s a new high end gadget wouldn’t you? But you’d be wrong! Swedish furniture company IKEA has created a uniquely tongue-in-cheek parody video for its 2015 catalogue, which has now gone viral racking up over 9 million views on YouTube in just a week.
This two-and-a-half minute video appears to be a spoof of popular gadget brand Apple; its release was perfectly timed with the announcement of their new iPhone 6 and iPhone 6 Plus. The advert features clean white surroundings and encouraging backing music - iconic to Apple’s imagery.
“Chief design guru” Jorgen Eghammer proudly states all of the bookbook’s features including: eternal battery life, no cables, and our personal favourite; voice activated password protection - “Excuse me! That’s mine!”
IKEA has enforced the concept of constant use of technology and linked it back to an original print catalogue. It almost appears like IKEA are making a mockery of modern society and how technology is taking over our lives, with books being pushed out of the picture. Most of us in the office agree that although the internet can help online shopping and searching for the best deals, nothing beats the feel of a new book or in this case, a catalogue!