4 September 2014
Always much anticipated in the Autumn is the reveal from tech companies like Apple of the next big shift in technology. But IKEA has stolen a march on them with this very funny launch video demonstrating that Print is not dead, but very much alive, and poking fun at them.
There’s a reason the items we see in the IKEA catalog look so realistic and appealing — it’s because we understand the Swedish furniture chain uses 3D rendering technology to create digital models of the products. To play on the fact that browsing an IKEA catalog is a sort of holistic sensory experience, the company created this video/advert, which sends up Apple’s cool-but-over-the-top product advertising.
Created by for Ikea Singapore initially by agency BBH Singapore it attempts to launch the retailer's 2015 Catalogue, through a microsite and also via Youtube.
Images courtesy of ©IKEA
So once it introduces the premise, the jokes write themselves. "The first thing to note is no cables, not even a power cable," says a beaming exec names Jörgen Eghammer, who is shot in against an Apple-like white background. "The battery life is eternal." The navigation? It's based on "tactile touch technology that you can actually feel."
Behold, innovative features like hundreds of pages of actual content, functionality to easily flip them forward and backward and the ability to “literally share it.” And the best part? no Allen-keys...
Launched September 3rd, 2014