IKEA Subtly Teases Apple In Its Hilarious New Catalog Commercial

It's not a digital book, or an e-book. It's a bookbook.

Apparently, people buy Apple because it's Apple. They are willing to do it sight unseen, or even if it's only a sticker on a Casio watch.

No wonder other brands want a piece of that consumerism cake. IKEA went for grabs with its 2015 catalog commercial. Their witty new ad channels all the aesthetic principles used by Apple: simplicity, minimalism, catchy phrases and the product at the center of attention.

Starting with the narrator, Jörgen Eghammer, proclaimed chief design güru, wearing almost the same t-shirt Jony Ive wore in the iPad Air commercial, to a well-thought satiric outlining of catalog's best features: no cables, endless battery life, touch user interface... These are just a few.

The new IKEA 'bookbook' sets to prove that print is better than digital:

According to Adweek, the campaign was created by BBH Asia Pacific and will run in Singapore and Malaysia. A quote from the press-release shows the company stayed coherent with the humorous tone:

"Like we say in the campaign, at IKEA we feel that technology that is this life-enhancing should be in the hands of everyone. We invite you to download one from your mailbox. The one you open with a key. Or you can upload yourself to the IKEA store and find one there," said regional IKEA marketing manager Yeong Tze Kuen.

However, IKEA manifesting the superiority of print over digital seems a bit cringe-worthy knowing that 75 percent of their catalog is computer generated imagery (CGI).

In a recent interview with CGSociety, IKEA's employee Martin Enthed, IT Manager for the brand's in-house communication agency, revealed the eye-opening truth of IKEA using 3D rendered models in more than half of their product shots.

Almost 4 out of 5 times IKEA uses computer generated models instead of photographic images.


According to Martin, IKEA made its first move towards computer generated, rather than photographic, images in 2004. By 2006 they showed the first CG product in their catalog — the Bertil chair and by 2010 the first entire room image created using only computer rendered images.

"[T]he real turning point for us was when, in 2009, they called us and said, "You have to stop using CG. I've got 200 product images and they"re just terrible. You guys need to practice more." So we looked at all the images they said weren't good enough and the two or three they said were great, and the ones they didn't like were photography and the good ones were all CG! Now, we only talk about a good or a bad image - not what technique created it," said Enthed.

Head over to the Computer Graphics Society website for the full text with more technical details.

(H/T: Time)

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