A cheeky new Ikea commercial spruiking its printed catalogue has gone viral, sending up Apple’s gadget ads in defence of the power of print. The tongue-in-cheek parody introduces not a digital book, or an ebook, but a ‘bookbook’ for its 2015 Catalogue, a device ‘so simple and intuitive, using it seems almost familiar.’ In the two and a half minute video Ikea chief design güru Jörgen Eghammer, in plain dark t-shirt against minimal backdrop, with inspirational music, talks through the catalogue’s features.

Jörgen Eghammer, Ikea chief design güru

These include eternal battery life, expandable display and navigation based on tactile touch technology that you can ‘actually feel’. Each page loads in crystal clear high definition, with no lag, no matter how fast you scroll. There are no cables, and if there is something you want to save for later, you can simply bookmark it to easily find it again, even if you close the application. Ikea says, “At only 8mm thin, and weighing in at less than 400g, the 2015 Ikea Catalogue comes pre-installed with thousands of home furnishing ideas.”

Print and paper advocate Two Sides says the commercial is a great backer for print; having reached more than 10.7 million hits on YouTube at the time of publication.

Executive director Kellie Northwood calls it “an amusing parody which also delivers some great messages in regards to the power and effectiveness of print.” She says, “I do like this analogy of paper and digital when we point out the strengths of paper – portable, tactile and without lag. “In this video print’s strong characteristics are clearly identified for marketers making important budget decisions.”  

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