To promote its 2015 catalog, Ikea is taking a few stabs at Apple and their trademark product release videos.
Ikea’s hilarious new video introduces its new catalog ‘bookbook” and features the same close-up shots, white backgrounds, and elaborate descriptions that you would expect to find in any Apple commercial.
“The 2015 IKEA catalog comes fully charged, and the battery is eternal,” says Jörgen Eghammer, also known as Chief Design Güru. Eghammer explains that the new catalog is not a digital book or an e-book, but a bookbook. “The navigation is based on tactile touch technology that you can actually feel,” he adds.
Of course, At only 8mm thin, the 2015 Ikea catalogue comes pre-installed with thousands of home furnishing ideas.
Check out Ikea’s bookbook ad below:
